Stella McCartney tells GLAMOUR UK why she finds the next generation so inspiring as she launches epic debut genderless collection
She's already widely regarded as one of the biggest names in the world of sustainable designer fashion, but forward-thinking Stella McCartney has never been one to rest on her laurels.
Always tapping into the 'next big thing' ahead of the curve, the British powerhouse designer has this week embarked on a whole new mission to rewrite the rules when it comes to getting dressed.
Launching her debut 'Shared' collection, Stella's latest drop is not targeted towards her loyal female customer. Nor, as it happens, has it been created for her male shopper. Instead, the gender-inclusive line is geared towards anyone and everyone who wants to wear it, ridding the very notion of a 'target market' - and with it the constraints so often associated with clothes - whilst opening up a conversation about fluidity.
A move that will no doubt appeal to her next generation fans and customers, it is a launch that upholds the designer's activist values whilst celebrating individuality, diversity and positivity.
Speaking of the collection launch exclusively to GLAMOUR UK, Stella revealed that it was her affinity with the rebellious crusaders of the next generation that inspired her to start speaking directly to them.
"Being visionary yet active, a community empowering fluidity and diversity, a connectivity with each other and the planet – there is so much about the next generation that aligns with our values here at Stella. Since we are already speaking the same language, I thought it was time that we started a more direct conversation; one that is wearable, bold and relevant for this new collective."
"From Extinction Rebellion to global protests against inequality, I believe today's youth have shown time and time again they are natural-born activists and are willing to say NO to the status quo, which I find so inspiring."
Naturally, and entirely authentically, she's launching this collection in the face of climate change, as she stays true to her ongoing sustainability commitment by creating jersey t-shirts and sweatshirts in 100% organic cotton – using up to 70% less water than conventional cotton and no toxic chemicals or pesticides – and the collection's parkas in recycled polyester, reducing the need for virgin petroleum-based materials.
Of course, sharing your wardrobe with those in your life regardless of gender is another hugely sustainable move via the reduction of waste.
"While my collections have always been an effortless dichotomy of feminine and masculine energy, inspired by my parents' shared wardrobe growing up and my training on Savile Row, today’s youth are naturally open-minded and fluid with gender."
"I think it’s beautiful how they inclusively celebrate individuality and diversity, and are using their self-expression to affect social change – to create the world they want to see, collectively rising up in the face of the climate crisis and global social unrest. I love how they approach life and style with an activist perspective, whether it be tearing down the male/female binary or demanding sustainability from brands, and this is so aligned with our values at Stella McCartney."
On board? Scroll down to shop our Fashion Editor's pick of the Shared Collection's major highlights...
