The collection is a capsule unisex which leaves the new generations the opportunity to express themselves freely. Sustainable garments with an urban taste combine luxury with wearability, embodying the need to always stay connected and using activism to create a better future.
The twenty year old model Iris Law explores the experiences of sharing identity and freedom with his fellow artist Jyrrel Roberts. In the photos of the campaign the two young people reflect a new and ideal generation where there are no gender conventions and self-expression is free and unconventional.
“I think there are aspects of being punk that value the concept of freedom. I wouldn’t call myself punk in any way, but I apply that offbeat thinking to how I dress: I wear what makes me happy, even if it’s flashy or attention-grabbing. It’s good for your mental health to stop worrying about what others would like for you. Furthermore, I think the future of fashion must have a more punk and activist attitude. It must be sustainable and inclusive in design; people are fed up with the fashion that tells them how to be, when they should accept them as they are. “ – Iris Law
The punk spirit of the collection takes shape in the collaboration with the legendary Japanese artist Yoshitomo Nara, her first interaction with the fashion world. Starting from three works by the artist, Stella McCartney and Nara have collaborated to create a series of prints that we find on the garments of the collection together with the Old Bond Street logo.
The Shared Spring Summer 2021 collection includes ready-to-wear pieces and collectible accessories, like the matching printed silk sets with organic cotton tops decorated with Nara’s iconic illustrations and cheering phrases like “We are punks”, “Change the history” and “Don’t waste another day!”
The tailoring Stella McCartney finds herself in casual silhouettes that defy gender definitions; the classics british style trench coat are revisited and modernized with striped details. The sweatshirts with hood and jogger pants are wearable and shareable by men and women, as well as the Organic cotton T-shirt, the pullovers in recycled cashmere and the Bermuda shorts in vegan leather.
The Shared Spring Summer 2021 collection is among the most sustainable collections ever created by the brand to date. The essential design allows the pieces to be worn over and over and appreciated forever, reducing the need to buy more and creating less waste.
Along with Iris Law, Madonna’s partner, artist Ahlamalik, also collaborated on the campaign.