Dixie D’Amelio, Lili Reinhart, Phoebe Tonkin and More Celebrate Staud’s Melrose Flagship and New Holiday Collection

Staud threw open the doors to its new Melrose Avenue flagship in Los Angeles last week, unveiling the boutique alongside the debut of its holiday 2025 collection.

Cofounders Sarah Staudinger and George Augusto hosted friends of the brand for the evening — a mix of young Hollywood names and familiar influencers — including Australian actress Phoebe Tonkin; singer and social media personality Dixie D’Amelio; singer-songwriter Charlotte Lawrence; “Hal & Harper” actress Lili Reinhart, and model Ari Fournier, all gathered to toast Staud’s next chapter.

Guests enjoyed caviar with flutes of Champagne, and nibbled on french fries and burgers. Specialty cocktails flowed throughout the night, while Unfortunate Portrait created live custom sketches, bringing a playful touch.

The new flagship marks a milestone as Staud enters its 10th year. The label continues to expand its retail presence, with recent openings on New York City’s Upper East Side on Madison Avenue and in Washington, D.C.’s Georgetown. They join existing outposts in Nantucket, East Hampton, Boston, Dallas, Palm Beach and SoHo.

The new holiday collection celebrates the festive season with a rich palette of silks and lace dresses in black, red, deep burgundy, earthy browns, soft nudes, powder pink and “turmeric.” The styles reflect the polished, California-cool aesthetic the brand is known for, adding sequined accents and delicate beading for touches of sparkle and craftsmanship. Plush faux-fur outerwear appears in ivory, gray, brown and black, while accessories include metallic leather slingback heels and a limited-edition Tommy handbag, reimagined with a beaded firework motif.

The new Staud flagship is located at 8816 Melrose Avenue, less than a mile from its Melrose Place boutique.