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.

GALLERY

“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. 

Read Next


YES PLEASE, SIGN ME UP FOR ALL THE LATEST HERO NEWS