Stella McCartney´s Manifesto: A to Z – 26 letters & 26 artists
Designer Stella McCartney has released an A to Z manifesto to map the blueprint of the brand’s future. The subject of sustainability has been amplifying in the fashion industry (for the better) in the past decade. The year 2020 has been one of reflection and realignment for many, so was the case for the veteran designer. Months on lockdown allowed her to question the ethos, aesthetic and missions of the company in fostering a conscience within the industry.
During our global moment of pause, I found myself asking bigger questions about what I do and why I do it. How can we all come back to the world more mindful, more conscious? One sleepless night, I put my thoughts on what really matters into words. As I shared it with my team, it became a manifesto of sorts.
“It grew into the McCartney A to Z Manifesto – a map of our DNA and a blueprint of our future intentions; everything we know, believe and love about fashion. I wanted to define who we are and who we hope to be. It is a guide to keep us accountable and a challenge to be the best sustainable fashion house anywhere.”
This new alphabet manifesto serves as the guiding point for the Spring/Summer 2021 ready-to-wear collection, shaping its materials, production and communications points. Timed in conjunction with the brand’s 20th anniversary next year, the visual narrative editorialises McCartney’s values of zero waste, circular fashion and minimising the use of raw materials by repurposing or using upcycled fabrics.
Each of the 26 letters is personified by a different global artist to initiate a creative exchange between its refreshed vision and a community of wide-ranging backgrounds. The collaborating artists are handpicked among the designer’ own friends and family, spanning living legends such as Jeff Koons and William Eggleston to her own mother, photographer Linda McCartney.
“During the lockdown, I reached out to a collection of 26 artists asking if they’d collaborate by picking a letter and visualising it with free rein. Many have been intimate friends for years or that I’ve met organically on my travels through fashion; some I just connected with because I’ve always admired them, while others are next-generation talents I am giving a platform to start their careers during this difficult time.
I was astonished when each of them kindly agreed to create a piece to go into our A to Z, and it has been a huge privilege and joy to work with them. My gratitude is boundless. Each artist’s letter is essential to our visual dictionary of the conscious intentions we live by every day we go to work – and will be elaborated on in our collections in the coming weeks.”