Highsnobiety
Double Tap to Zoom

Stella McCartney's SS21 collection arrives with a new A-Z sustainability manifesto that aims to refine the increasingly obfuscated buzzwords surrounding so-called "sustainable" fashion.

McCartney explains that while in lockdown she "found [herself] asking deep questions of myself and of the brand, why do I do what I do? and what do you come to us for and what is our meaning and what is our purpose?"

The manifesto hones in on words such as "Accountability," "Desire," "Vegan," and "Zero Waste," with each term being implemented into future collections. "In short, this manifesto reflects who we are, and who we hope to be."

To illustrate the A-Z,  McCartney has partnered with 26 different artists to interpret each letter. The pool of artists will include established names such as Jeff Koons, Olafur Eliasson, and William Eggleston but will also feature "promising youthful talents given a global platform alongside their more established peers."

As "sustainability" continues to become a buzzword rendered partially meaningless due to corporate greenwashing, McCartney's efforts to remain accountable sync up with the brand's approaching 20th anniversary and align with the brand's history of environmentally-aware production methods.

Your Highsnobiety privacy settings have blocked this Instagram post.
Your Highsnobiety privacy settings have blocked this Instagram post.
We Recommend
  • adidas' Flattest Racing Boots Reborn as Stylish, Textural Masterpieces
  • adidas' Super Slick Sneaker Slims Down to Minimalist Perfection
  • 18 Best Dutch Clothing Brands Every Highsnobiety Reader Should Know In 2025
  • This Japanese Brand's Idea of "Classic" Involves Frankenstein-ing Clothes
  • Alt-Running: The Rise of IYKYK Activewear Brands
What To Read Next
  • Nike’s Luxe Running Shoe Gets the Wales Bonner Treatment
  • adidas' Samba Is Good. adidas' Samba Mary Jane Ballet Is Amazing
  • Why Is No One Talking About Nike's Supremely Suave Post-Soccer Shoe?
  • The Objectively Beautiful adidas "Birkenstock" Clog
  • Up Close With Pharrell & NIGO's Future-Classic Louis Vuitton Collection (EXCLUSIVE)
  • These Are JW Anderson's Favorite Rusty Watering Cans