'shared' inclusive capsule collection - STELLA McCARTNEY
Stella McCartney launches its shared capsule collection, materially representing fluidity and the innate need to be connected as personified by the next generation. It is a youthful, genderless exploration of a collective (sub)culture linked by similar styles and Stella’s activist values – simultaneously celebrating individuality, diversity and positivity in the face of climate change. It speaks the language of a rising cohort finding and using their voices, concurrently developing their senses of self and leveraging self-expression to affect social change.
Shared is a wearable, bold, relevant edit of luxurious urban styles easily worn by men and women. Curated for the brand’s tribe of global change agents and recognisable for its utilitarian aesthetic, the capsule accessibly remixes iconic pieces like the suit, soft double coat, trench and puffer jackets with an urban energy. Given Stella’s Savile Row training, a playful relationship with gender is already signature to the label – with masculine shapes, silhouettes and tailoring regularly incorporated into women’s collections.
Key Shared styles include patterned matching sets, monochromatic knitwear and logo-striped hoodies and track pants. London-based illustrator and comic-book artist Will Sweeney collaborated on the capsule’s graphics, inspired by 70s psychedelic prints, mechanical cars, and striking shapes and characters across shirting and t-shirts.
The Stella McCartney logo is given a novel visual twist with the additions of ‘Stella McCartney Est.2001’ and ‘23 Old Bond Street – London’. These are available on sweatshirts, t-shirts and a new tote bag that completes the shared offering. Footwear explores the contrast of high and low by elevating structured hiking boots with rich details, bold colours and luxurious accents.
Staying true to Stella McCartney’s commitment to sustainability, the shared jersey t-shirts and sweatshirts are made from 100% organic cotton – using up to 70% less water than conventional cotton and no toxic chemicals or pesticides. Recycled polyester was also used for the capsule collection’s parkas, reducing the need for virgin petroleum-based materials.