Introducing Stella McCartney Shared
Open-minded and fluid when it comes to gender, a new generation of fashion fans are here to say no to the status quo. Demanding transparency and sustainability from brands, and demonstrating a complete disregard for the binary, the industry is awakening to realisation it must step up and be the example the rising youth expects them to be.
“I think it’s beautiful how they inclusively celebrate individuality and diversity, and are using their self-expression to affect social change,” explains Stella McCartney. “To create the world they want to see, collectively rising up in the face of the climate crisis and global social unrest.”
Growing up with her parents’ shared wardrobe and cutting her teeth on Savile Row, McCartney has always been known for her effortless dichotomy of feminine and masculine energy. Now going one step further in this regard, she’s created her first gender-inclusive collection: Stella McCartney Shared.
With classic tailored suits, trenches, and puffer jackets on the line-up alongside logo-striped hoodies and monochromatic knitwear, unsurprisingly, everything is responsibly made. Driven by the energy and activism of today’s youth, McCartney also teamed up with London-based illustrator Will Sweeney, who created the 70s sci-fi inspired psychedelic prints littered throughout the offering (side note: you might just recognise them from our recent Billie Eilish cover story).
Essentially, it’s a timeless and eco-friendly uniform for post-lockdown life where everyone is torn between home office survival mode and socially distanced hangouts with friends – but still wants to look fab, obvs. Staying true to McCartney’s commitment to sustainability, jersey t-shirts and sweatshirts are made from 100 per cent organic cotton, while parkas are made from recycled polyester to reduce the need for virgin petroleum-based materials.
“We need not compromise style for sustainability and we can show that it is possible to build a healthy profitable business with mindfulness and consciousness,” says McCartney, who would love to see companies who choose to use sustainable materials to be incentivised by legislation. “Time is up. Our house is on fire and we need to act.”
Check out the collection in the gallery above and head here to shop.