Shared is less about the generation of today and instead about the generation of tomorrow. In classic Stella McCartney style, the sustainability-focused designer once again is seen lending her platform to tomorrow's youth, and they're ready to grab it with both hands. Recently we've seen Madonna's daughter Lorde star in the Stella McCartney x adidas Futureplayground collection, also 'designed for the generation of tomorrow', and now we've got the only and only, daughter of Sadie Coles and Jude Law, Iris Law. 'Today's youth have this incredible punk attitude towards challenging the status quo, which I find hugely inspiring,' said McCartney in a statement, and we couldn't agree more. With everything that's happening in the world, whether it be climate change, the global pandemic or the failing economy, Generation Z have a lot to be angry about and rather than throwing their toys out of the pram; they're going into the world with the hope of changing it for the better. 'You're never too small to make a difference', activist Greta Thunberg once said, and, with McCartney's full support, Generation Z has taken this message in their stride (full force and all).
So, considering all this, McCartney's self-described post-gender capsule' takes a stand, choosing to create a space for a rising and progressive generation that openly chooses love and freely accepts themselves. With the campaign lensed by photography duo Luke & Nik, McCartney's narrative is captured through a blend of luxury and utilitarian style clothing, styled to create a laidback look. The collection also stars Japanese artist Yoshitomo in his first ever fashion collaboration (although you wouldn't know it). Working with rebellious imagery, his work sets the overall mood and tone of the collection; unapologetically making it for young activists.
As for the clothes, McCartney's Savile Row tailoring skills are made apparent through the bold yet relaxed silhouettes, all defying the concept of gender as we've come to know it. Recycled cashmere knits are seen with cut out details. British trench coats are revisited and stamped with the Old Bond Street (OBS) logo; utilitarian style elasticated waist cargo trousers are present too and paired with double-breasted woollen blazers.
Make no mistake here that Nara is well equipped in the language of the young, fluent in the style of youth revolt; Nara purposefully designs with codes that align amongst today's fashion crowd. Shared S/S 21, amongst the details mentioned above, includes a bunch of ready-to-wear pieces, sold as 'collectible items,' an array of accessories, organic (of course) cotton tops decorated with the artist's memorable illustrations of animalistic children rallying slogans 'We are punks,' 'Change the history,' and 'Don't waste another day.' I'm sure Thunberg would agree; anyone told her yet?
The full collection is available to buy online now.