This new It bag is designer, affordable, made of net and everyone wants it

You might not have heard of Staud, but I can guarantee you've already seen the designer bags at least once, given the fact that they have been a firm favourite on Instagram and It-girls' arms for the past year (the Moreau bag was one of the most papped London Fashion Week accessories this season, a modern update to last season's net bag if you will).

Having only launched a mere three years ago, the cool LA label has already cemented itself as the new 'it' bag brand - Alexa Chung, Emily Ratajkowski, Jeanne Damas and Leandra Medine were all early adopters, toting the bucket Bissett bag circa spring/summer 2017. It's easy to see the appeal. We're talking understated designer bags (no logo fashion here) at relatively affordable prices starting at the £200 mark.

But first things first, it's important you know that Staud is headed up by former Reformation fashion director Sarah Staudinger, which goes some way to explaining how simple silhouettes can be so cool, and fun.

I asked her the story behind this season's most Instagrammable bag, and how to make your label a success in the social media age.

Staud started off in 2015 as an accessible customised clothing label, how has it changed since then?

We discovered very early that people were in love with the designs and not so much the customization aspect of the brand. So we listened and pivoted. That's one of the benefits of being direct to consumer. You have a direct conversation with your customer.

Have you faced any challenges being a young woman starting her own label?

Being a young woman is a challenge! I wouldn't necessarily say that I had challenges. But as a young woman I am learning about myself and when you are starting and growing a business you become hyperaware of yourself and reactions. because it affects not just you but a lot of people around you. I have learned how to navigate my personal emotions to find solutions for our brand. Starting my own business has definitely catalysed my growth as a person. I am still learning everyday.

Was there a turning point where you knew you’d made it?

I definitely do not feel like I've made it. What I do feel is incredibly grateful to have customers who love our product and grateful to have a company that's able to provide jobs to passionate people both in LA and NY.

Shop now: Moreau bag for $375 from STAUD

Staud isn’t about sticking to trends. Do you pay close attention to what people are and aren’t buying?

No we really try to just stick to what we love and feel like is missing from the market.

Staud has been the most-spotted accessories label at Fashion Month, was this quite organic?

Absolutely. Things are designed so far in advance there's no way to predict what will be well received.

Shop now: STAUD Bissett croc-effect leather bucket bag for £310 from Net-A-Porter

Do you see a link between Instagram and the popularity of some of your designs?

There is a direct link. We have had tremendous organic support from so many amazing influencers. We couldn't be more grateful.

The Moreau and the Shirley bags have pretty much sold out everywhere. Is there a new 'it' bag round the corner?

No idea but we will definitely try!