Summer of Staud! Sarah Staudinger Kicked Off the Season at Positano’s Da Adolfo

Reported by Vogue.

Some brands do a summer campaign. Staud does a summer. According to Vogue, co-founders Sarah Staudinger and George Augusto marked the season not with a lookbook or a rooftop cocktail hour, but with a full Italian takeover — a capsule collection and multi-day gathering built around Da Adolfo, a family-run beach restaurant tucked into the tiny cove of Laurito, just a five-minute boat ride from Positano and quietly iconic for the last 60 years. Think Gwyneth. Think EmRata. Think zero cell service and perfect pasta.

The collaboration, exclusive to Net-A-Porter — whose chief buying and merchandising officer Brigitte Chartrand was in attendance — was designed to embody three very Italian ideas: tutto passa (everything passes), sprezzatura (effortless elegance), and ferragosto (the height of summer). The guest list pulled from LA, New York, and London and included Euphoria newcomer Anna Van Patten, singer Justine Skye, Vogue contributor Julia Sarr-Jamois, and filmmaker Amalie Gassmann, among others. The kind of crowd where nobody's trying too hard, which is, of course, the whole point.

The Setup Was Immaculate

The weekend began at Palazzo Avino in Ravello — all pink walls and palm trees and limoncello spritzes over a sea view — before escalating to a cliffside beach club stocked with custom towels, paddle boards, and everything rendered in Staud's signature pomodoro red. There were psychic readings under lemon trees, a floating bar serving ice cream and spritzes, and a charm station where guests made their own beaded jewelry. On the final day, guests boarded a yacht to Da Adolfo itself, where co-designed beach umbrellas and sun loungers lined the pebbled shore, red fish motifs appeared on basically every surface, and restaurant staff wore cobalt-and-red logo tees that became instant merch. Hand-painted terra-cotta pitchers of sparkling wine with sliced peaches. Mozzarella melted over fresh lemon leaves. Spaghetti alle vongole that Gassmann called the best she'd ever had. Nobody was suffering.

Staudinger has said Da Adolfo represents everything she loves about summer — "the ritual of arriving by boat, the long and unhurried lunches, the feeling of being somewhere that's both iconic and completely unpretentious." Getting there wasn't effortless: she spent six months pursuing co-owner Miriam before landing the yes. On the day of the lunch, Miriam showed up wearing the capsule's red beaded mini wrap skirt. Stalking, apparently, works.

The Staud x Da Adolfo setup runs at the restaurant through the end of summer — so if you're making Amalfi plans, now would be the time to make them count.

When a brand builds its summer around dolce far niente and actually means it, the collection almost sells itself.

Read the original at Vogue.