Stella McCartney Brand Book

STELLA McCARTNEY
“WE WANT TO BE THE HOUSE OF TECHNOLOGY”
More recently, recycling and circularity have become an obsession
with McCartney. Leading to products such as the loop
shoe, which has a glue-less design making it recyclable in its
entirety. It’s an innovation that you might expect from a global
sneaker giant or a Silicon Valley startup, rather than a luxury
fashion house. “There’s a lot of shoe companies that haven’t
done this because maybe they didn’t have the idea, which for
us is based in sustainability. The starting point is not design,
the starting point is sustainability.” To further circularity, Stella
has also formed partnerships with consignment stores like The
RealReal, encouraging re-selling and re-using of luxury goods
to keep them out of landfills.
Looking forward Stella McCartney says, “we want to be the
house of technology”. The company has recently sponsored
Central Saint Martins’ Material Futures degree course, and
the animal rights charity Peta’s Bio design Challenge, a global
competition to find eco-conscious materials. “Technology is,
for me, the future of the conversation that we started in the
fashion industry a very, very long time ago.”
The book outlines Stella McCartney’s values and approach to
fashion, starting with sustainability and technological innovation
in design, followed by the importance of good quality
design, and ending with circularity and the afterlife of Stella
McCartney products and brand.
Top: Model Ana Claudia Michels in Stella McCartney
Spring 2002 Ready-to-Wear.
Bottom: Model Kukua William in Stella McCartney Fall
2020 Ready-to-Wear.
12