STELLA MACCARTNEY
HISTORY
Stella McCartney was born and raised in London. She graduated from Central St. Martins in 1995. In 1997, after having only produced two collections, she was appointed the Creative Director of Chloe in Paris, France. In 2001 Stella McCartney launched her own fashion house in a 50/50 partnership with PPR Luxury division. The Stella McCartney fashion house includes divisions in: ready-to-wear, accessories, lingerie, eyewear, fragrance, and children’s wear. “Stella”, her first perfume was launched in 2003. Stella McCartney also has a partnership with Adidas, which began in 2004 that includes athletic-wear for different disciplines. Stella McCartney also did a one-off collection for H&M in 2005. In 2008, there was also a new lingerie line produced by the Stella McCartney brand. In 2010 Stella McCartney kids, for newborns to preteens was introduced. In 2012 with her partnership at Adidas she was the Creative Director for Team GB for the summer Olympic games in London. Also in 2012 she had a one-off evening collection in London and released her latest perfume. Demographics In an article in vogue it said that she was her customer and that she designs what she wants to wear. The demographic of a Stella McCartney shopper is a mature college educated woman. She has a discretionary income to spend on nice designer clothing. A woman that shops at Stella McCartney is in her late twenties to early forties. This woman makes a substantial amount of woman and is in the prime of her career. Price Range & Size The price range of the Stella McCartney brand would be considered a Designer. The prices of the Stella McCartney brand range from the mid-hundreds for items like
shirts to a few thousand on dresses. The size range of the Stella McCartney brand is Misses 0-12 on bottoms and dresses and XS-XL on tops and other items. Designer Elements A signature element that was noticed from the spring 2013 RTW collection was the oversized items. Also, the tailoring of these items was an important aspect especially in the suits and jackets. There was also a use of color blocking with a sheer fabric that was very beautifully done. Fabrics As far as fabrics used, after going through her website, I saw that fabrics like rayon, elastane, acetate and cotton were used on different items, this is a mix of manufactured fibers and natural fibers. In her biography it said that she is lifelong vegetarian and she does not use leather or fur on any of her products. I also believe that she uses cotton in a lot of her designs because it is natural and she refers to some of her products as organic, when they are made with cotton. Working in the Industry Today Stella McCartney is still around today and a big factor in the RTW. Her clothing is carried in department stores like Neiman Marcus and also Adidas. Any similar brands would be carried at similar places like Neiman Marcus, Saks, or Nordstrom. In an article from September 2012, it was said that the sales of the Stella McCartney brand had been climbing. It was said that they would also be expanding their stores worldwide in 2013.This article is obviously important because it connects the Stella McCartney brand to the now. Knowing that we are barely in the new fiscal year it wont really be known when some of these new stores could open. I think that is also ties in
the history because 2012 and was really big year for the Stella McCartney brand from her newest fragrance to working with the Olympics. Historically, Stella McCartney is known for her tailoring and because she is still apart of the industry today she is still known for that. She is also known for her vegan and organic cotton fabrics. Stella McCartney as an Influence Stella McCartney has influenced other designers in many ways. In 2009 she was apart of the Time Magazine most influential people as the most influential fashion designer. I think it was because she is authentic and takes a stand. She uses vegan leather and organic cotton. She designs clothes that she herself would like to wear and she has stuck around the industry for over 10 years.
Stella McCartney captured my attention because she is one of the most known veterans in fashion. I didn’t know a lot about her besides her being the daughter of a Beatle, and that made me want to know more.
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SOURCES http://www.stellamccartney.com/experience/us/stellasworld/about-stella/ http://www.wwd.com.emils.lib.colum.edu/businessnews/financial/stella-mccartney-sales-profits-climb-6345614