Ahead of its Spring/Summer 2021 show happening later today, Stella McCartney has released an A to Z manifesto to map the blueprint of the brand’s future.
The subject of sustainability has been amplifying in the fashion industry (for the better) in the past decade. Stella McCartney is not among the least of the brands at the forefront of this eco-conscious revolution. Ahead of its Spring/Summer 2021 show happening later today, Stella McCartney has released an A to Z manifesto to map the blueprint of the brand’s future – driving the conversation further forward.
Just at the year 2020 has been one of reflection and realignment for many, so was the case for the veteran designer. Months on lockdown allowed her to question the ethos, aesthetic and missions of the company in fostering a conscience within the industry.
“Our A to Z came out of the early days of lockdown in London,” McCartney tells, “when I had time to pause and reflect on what really matters. I put into words what defines what we love, know and believe about fashion – an A to Z of Stella McCartney. It became a guiding alphabet to hold ourselves accountable for our values, what we do and where we want to go, while always producing the most desirable and sustainable fashion that can be cherished forever.”
This new alphabet manifesto serves as the guiding point for the Spring/Summer 2021 ready-to-wear collection, shaping its materials, production and communications points. Timed in conjunction with the brand’s 20th anniversary next year, the visual narrative editorialises McCartney’s values of zero waste, circular fashion and minimising the use of raw materials by repurposing or using upcycled fabrics.
Each of the 26 letters is personified by a different global artist to initiate a creative exchange between its refreshed vision and a community of wide-ranging backgrounds. The collaborating artists are handpicked among the designer’ own friends and family, spanning living legends such as Jeff Koons and William Eggleston to her own mother, photographer Linda McCartney.
S is for Sustainability. (Artwork by Hajime Sorayama, Japanese)
T is for Timeless. (Artwork by William Eggleston, American)
E is for Effortless. (Artwork by Cindy Sherman, American)
L is for Linda. (Linda McCartney, American)
A is for Accountable. (Artwork by Rashid Johnson, American)
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As a teaser, the brand has launched 5 pieces of the artwork, namely S, T, E, L and A, as well as a video with Stella introducing the new manifesto on Instagram (see above). The remaining artworks will be revealed on the brand’s social media platforms from time to time throughout the season.
Discover the full A-Z manifesto and the respective global artists below.
Tune into the Stella McCartney Spring-Summer 2021 show at 9pm Malaysian time on 8th October, 2020. Follow the brand on Instagram @stellamccartney for more updates.
Photos: Stella McCartney