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St. Agni designer and founder Lara Fells starts with one foundational question. “Do I need this item, and how would I want to use it?” This philosophy, alongside an architectural fervor for balance and clean lines, guides Fells season after season. The aesthetic is somewhere between airy and grounded—a hidden cutout plus a sheer overlay. Worn by celebrities like Kendall Jenner and Emma Stone, the Australian label is just as at home on the streets of Los Angeles as it is in its birthplace, Byron Bay.
Before Byron Bay, there was a chance encounter between Fells and her romantic and business partner, Matt. Introduced by friends in their early 20s, the couple spent years traveling between Australia and the UK before settling down. “We felt drawn to the coastal-town lifestyle of Byron Bay, where we decided to establish our roots. It provided stability while nurturing our entrepreneurial dreams,” Fells says. She recalls the naivete that accompanied the couple’s decision to start St. Agni as a side hustle and how it ushered in “an openness to learning, adaptability, and the courage to venture into the unknown, which allowed us to navigate the path and grow organically.”
More than minimalist, St. Agni has been a celebration of form and function since its inception. “We believe that there is inherent beauty in stripping away unnecessary details and focusing on essential elements,” notes Fells. There’s an equal measure of elegance and ease in every design. The brand’s formfitting dresses, a favorite of Jenner’s for Coachella or a trip to Paris, are a perfect case study. While trends, like cutouts and sheer suiting, are alluded to, they’re never the determining factor.
The inspiration for this artistic approach comes from space and quiet. For Fells, slowing down to witness everyday encounters is key to creating products that resonate with customers’ lives. “Stepping away from the noise and distractions allows me to tap into my inner vision and connect with my authentic design instincts,” says Fells. Byron Bay, a stretch along the far-north coast of Australia known for its beaches and sense of community, evokes a palpable sense of this tranquility, weaving its way into the St. Agni artistry. Holistic living, a community of like-minded individuals, an appreciation for art—it’s no wonder the designs carry an almost otherworldly break from the all-too-familiar renditions from fast-fashion retailers.
From the start, St. Agni’s commitment to sustainability has been embodied in both concrete steps and a design intention. The clothes are designed to last, and from the start, the couple had a hands-on approach to operations. “We would personally visit the factories each season, spending time with the workers and ensuring ethical and sustainable practices were upheld,” Fells says. As the business scaled, the pair realized their commitment to doing better had to become formalized. Exploring deadstock fabrics and creating a circular program for customers are both part of the brand’s forecasted sustainability efforts. In the future, they would like to start a program for upcycling old St. Agni pieces into new, unique creations.
And then there’s the tenet of the brand that approaches sustainability as a creative constraint. Aiming to design pieces that “transcend passing trends,” St. Agni’s designers avoid the allure of fleeting fashions and prioritize garments with lasting appeal. “We believe in the power of simplicity and clean lines, which allows our pieces to remain relevant and timeless, regardless of shifting fashion trends.” By using high-quality fabrications, the durability of these garments is determined not solely by their shape but also by their makeup.
The price point, a fraction of The Row or Khaite and more akin to brands like Sir the Label or Kallmeyer, reinforces that pursuit. St. Agni makes clothes for the long haul, meant to be worn again and again—with tiny heels and chunky boots, to a wedding or the workplace, thrown off for an impromptu ocean swim.
Jenner’s stylist, Dani Michelle (who also works with Kourtney Kardashian and Elsa Hosk), is a supportive fan of St. Agni. It’s no surprise that other women in the same cool-girl league as Jenner, like Dua Lipa and Hailey Beiber, have been spotted in the brand. There’s a shot of Elizabeth Olsen sporting a pair of woven mules from St. Agni out for coffee next to an image of Jenner in the brand at Coachella. Its relevance, and wearability, makes it the de facto uniform for celebrity-off-duty dressing.
Pioneering contemporary shapes alongside precise craftsmanship, St. Agni is more than a passing label with celebrity affinity. It’s a destination for attention to detail. It’s tailoring that feels lived in. And it’s the hope of the brand’s designers that, at the end of the day, it leaves its customers feeling inspired to live a life of the same intention.
