"During our global break, I found myself wondering what I do and why I do it. How can we all become more aware, more conscious? In a sleepless night I thought about what I really need to do. Then I shared it with mine. team, and it has become a manifesto ".
Thus
Stella McCartney
who chose to present her new SS 2021 collection outside the official calendars.
The designer preferred a video broadcast in digital instead of the fashion show, followed by a press conference on zoom, in connection with the specialized press, where Paul McCartney's daughter presented her
Manifesto from A to Z,
a sort of map of the brand's DNA in alphabetical order, where each letter corresponds to the work of an artist and a list of future intentions on sustainability, for a designer who
since 2001 had renounced the use of animal skin in her collections and in 2008 it was using organic cotton
.
"I wanted to define who we are - explained Stella - and who we hope to be. Mine is a guide to making ourselves responsible and a challenge to be the best in sustainable fashion. Having been in fashion for 20 years, I have thought a lot about the impact on fashion. environment. How can we reduce what we produce? How can we do more with less? How can we achieve zero waste? As we move forward in our next collections, we will strive to further reduce our waste and the use of raw materials. questioning our approach and
looking for better vegan solutions to create sustainable fashion without sacrificing luxury
".
"Today's youth are tomorrow's leaders - and they ask us how and where our products are made. With a progressive eye on diversity, inclusion and women, we support creators and activists."
"During the block I thought of 26 artists I asked to collaborate with by visualizing a letter. Many have been close friends for years (the letter L corresponds to a photo of his mother Linda McCartney) that I have met in my travels with fashion; others I have always admired them, while some are of the new generation. Each artist's letter is essential to our visual dictionary of the conscious intentions we live with every day we go to work and will be processed in our future collections. So for Stella, A stands for Accountable (Rashid Johnson), B stands for British (Peter Blake), C stands for Conscious (Chantal Joffe), D stands for Desire (Erté), E stands for Effortless (Cindy Sherman), F stands for Falabella (Lorenzo Vitturi, Italian ), and so on up to Z, which stands for Zero Waste (Joana Vasconcelos).
The SS 2021 collection is designed for a woman who dreams of freedom through movement, nature and art. They are garments that reflect the ideals that have given rise to
l M
anifesto McCartney from A to Z
, especially 's attention to the environment mark, to the reuse of fabrics to reduce waste, so that the garments are made with 65% of sustainable materials.
In the video shot by the duo Mert & Marcus, at Houghton Hall in Norfolk, very short dresses in neutral colors or graphic prints, complete with jackets and bikers in a palette that explores shades of pink, khaki, peach, tangerine, blue and bamboo. , interrupted by joyful flashes of bubble-gum pink and fiery red.
Games of ribbing and stitching create a sporty style.
Fitted dresses in organic cotton and natural linen alternate with safari suits, motocross-inspired jackets and pants, fitted lace shorts and tops, corsets and sculptural shapes.
Lingerie and swimwear are made from sustainable Aquafil Econyl © regenerated nylon.
Jumpsuits and leggings in viscose and Jersey knitwear, organic cotton knitwear.
78% of the cotton used is organic, in both denim and jersey.
Lylo flip flops have the sole created with 50% recycled materials.
Even the Daisy clog sandals are vegan, concruelty-free upper, metal studs and chunky heel made of sustainable wood.
The vegan and cruelty-free bags are updated in powder blue, yellow and sage green, and made from raffia, including the iconic Falabella beach version.
(HANDLE).