Two cities into the fall 2025 ready-to-wear season (Copenhagen and NYC), faux fur coats and shearlings have emerged as a trend. On the phone with Stand Studio’s Nellie Kamras—an OG in the category—I asked if that was a boost or a hindrance for her business. A bit of both was her answer. Trying to stay ahead of the copyists, “we always need to exceed ourselves and exceed everyone else in the area we are operating, and sometimes that is not what the customer wants,” the designer said. At the same time, Kamras continued, “stores are coming back to really wanting to buy the real deal. [Stand Studio] is where they came from the beginning and now we’re seeing that they don’t buy something just because it’s cheap, but they actually want to come and buy some good quality faux fur—because there is a huge difference, obviously.”
Aware that people are being careful with their purchases, Kamras really focused on her core product, which is outerwear, and kept separates mostly out of the equation. “We’ve gone in more of a sophisticated direction” without losing a sense of “playfulness,” she said.
Falling into the latter category is a collarless lipstick red coat and one made of a patchwork of animal prints alternating between vertical and horizontal orientations. A wide-shouldered, faux fur-trimmed black leather vest delivered ’40s glamour, while a dramatic white Mongolian lamb-like fur featured a ruff collar. Moto styles had a timely toughness, and the brand’s single-breasted Camille coat always goes the extra mile. It was the first coat “we ever made and it is still our number-one bestseller by far,” Kamras said. “And it’s exactly the same coat, which is kind of fantastic. I mean, we always think that we need to reinvent the wheel every season, that we need to do something with a higher fashion sense, but at the same time the customer is coming to us for what they really liked from us from the very beginning. It makes me happy because it’s kind of like a confirmation that you’re doing something that is good and it’s still good 10 years later, and we don’t have to just push out new things all the time.”
