Think big

Stella McCartney talks supporting all forms of activism with her latest Shared collection
By Finn Blythe | Fashion | 1 March 2021

For the second iteration of Stella McCartney Shared, the post-gender initiative launched last summer, a new capsule extends the designer’s commitment to platforming youth. With a collection embellished by the work of Japanese artist Yoshitomo Nara and accompanying images starring IRL couple Iris Law and Jyrrel Roberts, Shared SS21 champions the next generation of non-conformists.


“While my collections have always been a dichotomy of feminine and masculine energy, today’s youth are naturally open-minded and fluid with gender,” says McCartney, speaking exclusively to HERO. “I think it’s beautiful how they inclusively celebrate individuality, non-conformity and free thought, 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 with a real punky attitude.”

It is this spark of activism that McCartney is trying to stoke with her Shared collections, encouraging a proven capacity among a younger generation to challenge today’s status quo in every aspect of daily life. As she continues, “I love how [today’s youth] approach life and style with an activist perspective, whether it be tearing down the male/female binary or demanding sustainability from brands; this is so aligned with our values at Stella McCartney and I created Shared as a direct response to this.”

For the collection, Nara’s trademark wide-eyed children set a tone of rebellious non-conformity that echoes across trousers and shorts made from vegan-leather, Saville Row tailoring re-cut into gender-defying silhouettes and a selection of sustainable fabrics. This is the non-conforming gesture we need to see more of. Elsewhere, wardrobe staples include oversized tees, sweatshirts, hoodies and a selection of knitwear emblazoned with McCartney’s Old Bond Street (OBS) logo, all utilising alternative, eco-friendly fabrics like recycled cashmere, forest-friendly viscose and traceable wool.

Embodying McCartney’s hope for a younger generation to do things differently are Law and Roberts, a radiant image of next-gen collaborators whose interest span music, art and modelling. Across stills shot by photography duo Luke & Nik in their customary soft pastel hues and embellished final prints, as well as an accompanying film (above), the spirit of the collection is distilled by a young couple that typify the attitude McCartney wants to to embolden.

Stella McCartney’s Share SS21 collection is available to purchase online now. 

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