For Autumn Winter 2021, Stella McCartney Kids plays with fun at home – an optimistic take on the current global situation, expressed as a domestic exploration of creativity, nature and animals. Celebrating the discovery and joy of fresh experiences in our direct surroundings, comfortable pieces have floral motifs for girls, mountaineering styles for boys. The collection is 85% sustainable, making it the category’s most eco-friendly offering to date.
Sella McCartney Kids is a vegetarian brand – all products are fur, leather and feather free. The Brand cares about nature, animals and the people we are sharing our planet with. This is why, ever since the launch in 2010, Stella McCartney has been pushing the boundaries of sustainable kidswear using sustainable materials as much as possible.
First of all, Stella McCartney’s collections are concentrated on organic cotton that is more environmentally friendly than conventional cotton as organic farming methods avoid the use of harmful chemicals and make more efficient use of water.
Brand also cares for forests by using sustainably sourced cellulose-based materials. For this new collection 100% of viscose and lyocell styles have been made with fibers sourced from sustainably managed forests.
And finally, to reduce waste and energy consumption, Stella McCartney Kids continuously uses more and more recycled materials, such as recycled polyester, recycled nylon and recycled wool. Why recycled materials? There is so much raw material on the earth, in use or on its way to landfill, why not use what we already have instead of making more? This means less waste! Recycling fabrics also requires much less energy than extracting resources and producing new fabrics.
This season focuses on playful, easy garments – organic cotton coordinated sweat sets, cosy cardigans, ruffled dresses, hippie denim, puffer jackets, inspired by the women’s ready-to-wear collection. A horticultural happiness of illustrated florals and multicoloured garden motifs blooms alongside colour-blocking, a recurring element. A graphic ‘STELLA LOVES’ print remixes the iconic logo, while paint brushes and coloured pencils become vibrant design details and optimistic phrases. Bold ‘STELLA’ Bauhaus lettering for older girls also emboldens a graphic confidence as prints, logo taping and inserts on fleece.
Children are our future, they tell us how they want their future looked after. The Stella has created its Manifesto, illustrating key messaging from the younger generation who want us to grow up and help the environment.
A – Z MANIFESTO:
X for Kiss