alert-erroralert-infoalert-successalert-warningbroken-imagecheckmarkcontact-emailcontact-phonecustomizationforbiddenlockedpersonalisation-flagpersonalizationrating-activerating-inactivesize-guidetooltipusp-checkmarkusp-deliveryusp-free-returnsarrow-backarrow-downarrow-left-longarrow-leftarrow-right-longarrow-rightarrow-upbag-activebag-inactivecalendar-activecalendar-inactivechatcheckbox-checkmarkcheckmark-fullclosecross-smalldropdowneditexpandhamburgerhide-activehide-inactivelocate-targetlockminusnotification-activenotification-inactivepause-shadowpausepin-smallpinplay-shadowplayplusprofilereloadsearchsharewishlist-activewishlist-inactivezoom-outzoomfacebookgoogleinstagram-filledinstagrammessenger-blackmessenger-colorpinterestruntastictwittervkwhatsappyahooyoutube
adidas

READY FOR THE WORLD

ADIDAS BY STELLA McCARTNEY: FW20

STELLA McCARTNEY HAS NEVER SETTLED FOR THE STATUS QUO

Neither do today’s changemakers. adidas by Stella McCartney is here to reflect and empower them as they push forward, consciously and together.
As a designer and activist, Stella has long been committed to radical change. Collection after collection, adidas by Stella McCartney has led the way in innovative performance and style – designed with the planet in mind. Her attitudes and vision mesh perfectly with those of a creative, conscious new generation: FW20 is made for them, and with them. We caught up with Stella to learn more.

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.”

The collection concept is high-impact aesthetics and performance, with a commitment to help reduce environmental impact. Many of the pieces are made with adidas READY technology, to defend and empower the wearer in any environment. “The Earth doesn’t stop moving and neither does our innovation,” Stella says. “It is thrilling to design performance wear because the materials are so different from ready to wear, while sharing our same sustainable values.”

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.

THE FW20 COLLECTION