READY FOR THE WORLD
STELLA McCARTNEY HAS NEVER SETTLED FOR THE STATUS QUO
The FW20 campaign was co-directed by Lourdes ‘Lola’ León, who used creative choreography to showcase the pieces and bring to life the shared ethos of movement, awareness and unity, alongside her collective of upcoming creators. Stella says she is constantly inspired by this new generation’s demands for change: “They are born activists, who use their platforms to campaign for sustainability, female strength and collective, creative freedoms – all values adidas by Stella McCartney champions."
“Today’s generation actively take care of themselves, each other and the planet, and are unafraid to raise their voices to do so.”
As visualized by Lola, the collection is made for a changing, borderless landscape, where the city gives way to nature. Stella recognizes this interconnectedness and belief in the power of collective energy: “We can have a meaningful purpose in creating fabrics that are good for the planet and support people in their everyday workouts – across every environment and extreme, style and skill level.”
“The Earth doesn’t stop moving and neither does our innovation. It is thrilling to design performance wear because the materials are so different.”
Sustainability is the future of fashion-led performance wear, Stella says. Already a pioneer, adidas by Stella McCartney continues to evolve. It will keep pushing boundaries, she says, “all while supporting those who want to love themselves and the planet through exercise”. Moving forward with purpose, just like the creators it’s made for.