By now, it’s almost redundant to say Stella McCartney was ahead of her time. While the rest of the fashion industry is scrambling to address its carbon footprint and connect to a Gen Z customer, her commitment to sustainability dates back to 2001. Her collaboration with Adidas, now in its 17th year, was prescient too. The linkup predates the “athleisure” movement by about a decade, and it feels newly relevant in our time of social distancing and remote work. It’s easy to find comfy, stretchy activewear that stands up to a day at your desk (read: couch) or a grocery run, but it’s significantly harder to find leggings and hoodies that are stylish and sustainable too.
Adidas by Stella McCartney checks every box, and neither party is resting on its laurels. With every collection, the label’s sustainability goals become more ambitious: Fall 2020 includes a long puffer in 100% recycled polyester, and there are new developments in Adidas x Parley’s PrimeGreen and PrimeBlue fabrics, both of which are made from upcycled ocean plastic. Design-wise, this collection—shot pre-pandemic, and available in stores this week—was inspired by the idea of bringing nature into urban cities. The black-and-white leopard print is the most pointed reference, seen on puffer vests and neon-piped leggings. Sleeker items, like a metallic chrome parka and a sharp-shouldered pullover, were photographed by the water or in fields just outside of New York. In the past, McCartney typically shot her collections on models running on a track, stretching in a yoga studio, or leaping through the air. Here, the results were a bit gentler, with the suggestion that these clothes are ready for anything: a workout, a walk through the city, a hike, or simply your day-to-day. It mirrors the more holistic approach to health and wellness that’s surfaced over the past few months. In these times of heightened stress, getting a little exercise—or just getting outside—has become an important act of self-care.
“How we play and keep ourselves moving and alive is a critical part of who we are, and it has a massive impact on how we feel,” McCartney says. “People have realized that keeping physically fit also keeps you mentally fit, which is critical right now. There is so much anxiety about the future, and I think sport can be a great answer to that.”
Collaboration was the other important theme of this collection. McCartney tapped her friend Lourdes Leon to choreograph and codirect the campaign, and Leon cast her own friends to participate: artist Uzumaki Cepeda, performance artists Oumou Traore and Henry Chesley, dancer Lynnette Paz, and drummer Anysia Kym Batts. McCartney viewed it as a way to spotlight young talent and give them a voice through her global platform. “They have such powerful ideas, and create such important work that needs to be seen,” she said. “In this day and age, it can be so hard to be recognized because there’s so much out there. So my purpose really was to highlight these young artists, and to let their true selves come through in the campaign. This collaboration with Adidas was born out of game-changing ideas, so we have to continue to do that.”
