Even if you’re not immediately familiar with Staud’s clothing, the chances are you’ll recognise their now cult Moreau bucket bag. Whether you saw it all over your Instagram feed or carried by your favourite influencer at Fashion Week, it perfectly embodies the brand’s ethos. Founder Sarah Staudinger set out to fill a gap in the market for a brand that is sophisticated and timeless, but with a certain playfulness. Quickly becoming a favourite among the likes of Alexa Chung and Leandra Medine, the brand epitomises that relaxed, vintage-inspired, Californian vibe we can’t get enough of right now (it’s all designed in LA). Staud isn’t about being trend-led or fast-fashion fixes; it’s for the girl who wants long-lasting pieces she can style in her own way and wear season after season. And the main reason we love it is the commitment to offering quality at an accessible price point. Staudinger has said that the Staud girl “loves high-end luxury brands but isn’t trying to spend an insane amount on something – she likes to mix high with low.” (The Moreau retails for £315, a more accessible price than the usual ‘It’ bags.) So if there’s one new brand you buy into this season, make it Staud.