Stella McCartney has released an alphabet manifesto to map out the brand’s future, ahead of its spring/summer 2021 show.
McCartney has long since led the way in driving sustainability in fashion, utilising this time in lockdown to reflect on the part her brand plays within the industry.
The A to Z sets out the label's new guidelines and principles and gives clarity on what the fashion house is working towards environmentally.
“During lockdown, 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. In short, this manifesto reflects who we are, and who we hope to be,” explains McCartney.
The alphabet will guide the spring/summer 2021 ready-to-wear collection in terms of materials and production and echoes McCartney’s values of zero waste, circular fashion and upcycling fabrics.
Every letter has been interpreted by a global artist, from close friends such as Jeff Koons, Olafur Eliasson and William Eggleston to Stella’s own mother, Linda McCartney.
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