Throughout 2020, Covid-19 has led to social distancing and provided people with the opportunity to redefine their meaning of life.
A For Accountable by Rashid Johnson.
J For Joy by Hou Zichao.
British fashion designer Stella McCartney contemplated and distilled an alphabetised manifesto that is both a blueprint of future intention and a map of her fashion brand's DNA -- spelling out its point of view while simultaneously questioning its approach.
"Our A to Z came out of the early days of lockdown in London when I had time to pause and reflect on what really matters. I put into words what defines what we love, know and believe about fashion -- an A to Z of Stella McCartney," she says.
Each of the 26 letters is personified by a different global artist as a visual conversation and creative exchange between their unique vision and the brand's ethos, aesthetic and mission to bring a conscience to the fashion industry.
The collaborating artists come from a wide range of disciplines and backgrounds, spanning living legends and close friends like Jeff Koons, Olafur Eliasson and William Eggleston to the designer's own mother, photographer Linda McCartney, and the late Franco-Russian illustrator Erte.
Through works by Rashid Johnson, Peter Blake and Chantal Joffe, A, B and C stand for Accountable, British and Conscious.
Asian artists Hou Zichao and Hajime Sorayama contributed with their J and S representing Joy and Sustainability while Portuguese Joanna Vasconselos rounds off the alphabet with Z For Zero Waste.
Against fur farming and the use of leather, the vegan brand expresses that in the letter V, interpreted by British artist Will Sweeney.
"The A to Z became a guiding alphabet to hold ourselves accountable for our values, what we do and where we want to go while always producing the most desirable and sustainable fashion that can be cherished forever," said McCartney. "It reflects our environmental consciousness and everything that we have learned and the partnerships and changes we have made and everything we will keep working towards."
Timed with the brand's 20th anniversary in 2021, the A to Z is a progressive visual narrative that editorialises Stella McCartney values-driven direction in the past, present and future.
Sustainable fashion is emphasised in its upcoming spring and summer 2021 collections -- with zero-waste and limited-edition pieces pushing towards circularity and minimising the use of raw materials by increasing the use of repurposed and upcycled fabrics.
K For Kind by Jeff Koons.
L For Linda by Linda McCartney.
O For Organic by Olafur Eliasson.
Z For Zero Waste by Joanna Vasconselos.
S For Sustainability by Hajime Sorayama. Stella McCartney
