Catching up with customer lifestyles, fashion has been fast-moving towards a gender-fluid future for the last few seasons. From the increasing popularity of co-ed shows and petitions to end Men’s Weeks as standalone events to designers showcasing gender-neutral lines and Gucci’s Alessandro Michelle effectively denouncing the distinction entirely — the fashion has started to realize that the next generation isn’t hung up on labels or the binary.
The latest designer to embrace gender inclusivity purposefully is Stella McCartney, who launched her new Gen Z inspired gender-free range, Stella McCartney Shared, globally this week.
“Our clothing has always playfully, rebelliously riffed on the dichotomy between masculine and feminine energies, and this capsule refreshed it for a rising generation with shared values and aesthetics,” said McCartney of how the Shared capsule naturally plays into her bigger brand story.
The collection features classically tailored suits, trenches, and puffer jackets, in boxy, oversized cuts that adapt well to all body types and a who-knows-what-will-happen post-COVID world. The brand also teamed up with London-based illustrator Will Sweeney, to create the fun ’70s-style prints that are seen throughout. All produced in McCartney’s signature eco-friendly style and processes, of course — with items like the jersey t-shirts and sweatshirts are made from 100% organic cotton and parkas from recycled polyester.
“We need not compromise style for sustainability… it is possible to build a healthy profitable business with mindfulness and consciousness.” — Stella McCartney
“We need not compromise style for sustainability and we can show that it is possible to build a healthy profitable business with mindfulness and consciousness,” said McCartney, who wants to see other brands incentivized by legislation to also use sustainable materials and processes. “Time is up. Our house is on fire and we need to act.”
When it came to making her first range not limited by gender, the designer’s inspiration focussed on how for the youth today, and how their social beliefs really do impact what they wear, with gender fluidity and climate change being obvious big concerns. “I think it’s beautiful how they inclusively celebrate individuality and diversity and are using their self-expression to affect social change,” she explained. “To create the world they want to see, collectively rising up in the face of the climate crisis and global social unrest.”
Peep the campaign below, and shop the collection via StellaMcCartney.com and Stella McCartney boutiques worldwide.
Photography: Jin Jia Ji for Stella McCartney