Stella McCartney, with her latest collaboration with Adidas, has launched a cutting-edge collection that emphasizes eco-friendliness in the world of fashion. The Futureplayground SS21 capsule, which made its debut on Friday, is more than just a collection of clothing; it is a statement about protecting our planet and embracing sustainability.
This groundbreaking campaign features a diverse range of activists, with Lourdes Leon taking center stage as one of the brand’s favorites. What sets this collection apart is the creative vision behind it. Renowned female creators Netti Hurley, Monika Mogi, and Anna Pollack were entrusted with capturing the essence of the activists wearing pieces made from sustainable materials. It is a significant moment for the brand, as it marks the first time they have given external collaborators such creative control.
The photographs in this campaign are not only visually stunning but also deeply meaningful. Monika Mogi from Japan, for instance, beautifully captured organic farming advocate Yuri Hibon and Olympian Ren Hayakawa. On the other hand, UK-based filmmaker Netti Hurley immortalized mental health activist Georgia Moot and the artist duo Calm and Violet. Moreover, the familiar face of Lourdes Leon shines in a segment directed by Anna Pollack.
Stella McCartney’s admiration for the individuals in the campaign is palpable. Each activist featured is working tirelessly towards preserving the planet or making a positive impact in their respective communities. The settings chosen for showcasing the collection serve to underscore the importance of conservation and environmental protection.
In terms of the collection itself, Stella McCartney and Adidas have combined street sport-inspired aesthetics with sustainable materials. The use of innovative Adidas materials like Primeblue high-performance recycled material and Primegreen performance yarn with 50% recycled content is a testament to their commitment to sustainability. From floral parkas to cycling leggings, bags, hats, running packs, shoes, and accessories, the collection offers a range of chic and environmentally conscious options for fashion-forward consumers.
In conclusion, the collaboration between Stella McCartney and Adidas showcases the growing importance of sustainability in the fashion industry. It is a call to action for consumers to make more environmentally conscious choices when it comes to their wardrobe, ultimately contributing to a more sustainable future for our planet.
To learn more about Stella McCartney’s eco-friendly collections, visit their official website here. For more information on Adidas’ sustainability efforts, you can visit their dedicated sustainability page here.
