LESS IS MORE! COMING
NEXT
YEAR
LETS TALK
BOLD
EXCLUSIVE
COLLABORATION
STELLA McCARTNEY X
HOPE TUCKER
2022/2023 SPRING SUMMER COLLECTION
This magazine showcases a limited addition Stella McCartney collection with Hope Tucker. It will be sold exclusively on their website and in store. This collaboration is all about being bold. A minimalistic look can be a powerful statement in the world of fashion. As well as focusing the bold clean appearance of this collection, it’s main purpose is to show its environmentally friendly approach, using hemp dyes to create the bold prints. As a designer, Stella McCartney has always focused on sustainability and helping the environment to reduce damage and waste. This one off collaboration will be perfect for women aged between 25-50 as they are youthful but sophisticated garments from their clean chic look. This collection includes garment like trench coats, blazers, shirts and trousers, perfect for achieving a smart stylish look. The collection also features a range of colourful simplistic print designs which have all been inspired by environmental cubism. Artists, such as Stefan Silvestru and Braque, create a distorted angular view of the environment and this influenced the colourful floral and leaf prints throughout this collection. The style of the collection is inspired by the trend bold minimalist which consists of adding placement print to classic pieces for considered details. The minimalistic mind set is here to stay but after seasons of plain basics, this collection will bring some life back into wardrobes. As the prints are predominately a black and white look, hemp ink will be used to create sustainable printing. The idea behind this collection is sustainably adding details to staple pieces of clothing from a bold minimalstic appearance.
S
S
tella McCartney is a British fashion designer brand. The luxury fashion house in London was launced in 2001 and as a long life vegetarian, Stella McCartney has never used leather, feathers, skin or fur in any of her designs since day one! By creating cruelty-free and sustainable clothing, the British fashion brand is known primarily for fur-free and leather-free apparel. In addition, Stella McCartney clothing is well known for their celebrity studded clientele, with high profile women such as Meghan Markle wearing her famous Stella McCartney wedding reception dress in front of millions of people.
With her signiture cream colour and neutral tones, her classic tailored clothing is well known for its sophisticated clean cut look. Stella McCartney’s bold minimalistic garments create a strong powerful woman, much like herself. These clothes are currently sold in Stella McCartneys shop with a retail price of £495-1295.
Bond Street, London
Bilpin Coat £1295
Luciana Floral Dress £1295
Tailored Bell Jacket £1050
Lindsay Tailored Jacket £1025
Clair Tailored Trousers £495
You can find these luxurious clothes at www. https://www.stellamccartney.com/gb or in store
Kind Intarsia Cardigan £1195
Kind Intarsia Jumper £925
Georg do ‘G’ £4
The Skinny BoyFriend Jean £350
Kerry Wool Coat £1095
Mansela Black Skirt £475 Holly Denim Jumpsuit £950
Gabriela Dress £
ge ConT-shirt 425
a Maxi £2795
SPRING SUMMER
COLLECTION
2021
The Straight Leg Jeans £550
This bold colourful collection has a much more youthful bold appearance from its colours and artistic prints. Since Covid 19 sent the world into a moment of pause, Stella McCartney created a Manifesto to reflect the purpose of her brand which is all about creating sustainable cruelty free clothing. In collabortaion with artists such as George Condo, Cindy Sherman and Ed Ruscha, Stella McCartney have been able to cater for a younger youful audience wthin this collection but still maintain its bold minimalistic look. This collection retails between £350 and £2795 and these items of clothing can be found online at https://www.stellamccartney.com/gb or in store. Stella McCartney’s spring summer collection is the first line to be released under this manifesto. It truly embodies who they are and who they want to be, boldly expressing their brand and creating iconic pieces.
PRE-FALL 2021
This Stella McCartney upcoming Autumn 2021 colletion personifies J for joy in their McCartney A to Z manifesto. It is an energetic colourful vision at a time when we need optimism more than ever. the collection has been made with 80% Eco-friendly materials, resulting in their most sustainable collection to date.
McCARTNEY’s
A TO Z
MANIFESTO
In 2020, Stella McCartney released an A to Z manifesto to help them to grow and be the best brand they can be by setting value systems into an alphabet. The manifesto originated during lockdown which was a moment of pause to reflect and return the world more mindful. Each of the 26 letters of the alphabet is a value and this has been achieved through visions of global artists such as Olafur Eliasson, Jeff Koons, Sam Taylor Johnson and more. B FOR BRITISH
D FOR DESIRE
The timeless white british suit. Stella’s parents had a shared wardrobe and a love for tailoring which inspired their signiture contrast of feminity and masculinity through their oversized Aya jacket and Louise trousers.
Desirability is essential for sustainability, creating clothing women fantasise wearing that is worth caring for and cherishing, making clothing an investment.
O FOR ORGANIC
S FOR SUSTAINABILITY
K FOR KINDNESS With Stella McCartney having a family mindset and spirit, they ensure that they try their best to to be kind to the planet and all the creatures who inhabit. Their kind intarsia jumper was inspired by stella’s mother.
U FOR UTILITY
Stella McCartney faces in places grid t shirt embodies their light hearted natural humour and a celebration of mother earth. These pieces are made from organic cotton which has grown without chemical inputs, improving soil health and promoting higher social standards for farmers.
In 2018, Stella McCartney collabortaed with Adidas on their first vegan stan smiths, another step forward towards the sustainable leather free fashion industry. By creating animal free alternatives, they are protecting creatures, humans and mother earth.
Stella McCartney’s pieces have a functional style. One of their signiture pieces is their Alessia all in one. It has a clean and sharp appearance and has been made with innovative materials.
V FOR VEGAN
W FOR WOMEN
Z FOR ZERO WASTE
Stella McCartney have never used leather, feathers fur or skins since day one and all of their bag and shoes are vegan. Being a sustainable and cruelty free brand, soon they will be reevaling the next generation of sustainable plant based and animal free leather alternatives.
Stella McCarteny is a brand found and led by women, with female empowerment central to their values and aesthetic vision.
Stella McCartney aspire to eliminate the concept of waste, revisiting old favourites to make something new. Each Gabriela one off dress is the most rare beautiful piece, made from strips of fabrics from previous collections.
OMNICHANNEL
PLATFORMS
Stella McCartney have many platforms online and on social media in order to promote and sell their products. Their main omnichannel is their website where they sell all of their collections and also state their aims, upcoming collections and collaborations with other brands such as Adidas. Other stores and websites like Selfridges also sell Stella McCartney clothing. As well as their webiste, the Stella McCartney store is also the other main omnichannel and Stella McCartney have 51 stores in the world. Their main store is in Bond Street, London where they also promote their clothing and collaborations on billboards. Stella McCartney are active on Instagram, Twitter, Youtube and Facebook, posting recent looks, collection videos, interviews and much more to influence their followers and consumers into wearing the current trends and the clothes they sell. https://www.instagram.com/stellamccartney/
https://www.youtube.com/c/stellamccartney https://www.facebook.com/stellamccartney/ https://twitter.com/StellaMcCartney
K
WHITE DRESS MOMENTS STELLA McCARTNEY’S MOST FAMOUS CELEBRITY OUTFITS When it comes to the red carpet, one thing that Stella McCartney are known for it their white dresses. Celebrities such as Byonce, Rihanna and Kate Hudson have worn their glamourous white Stella McCartney gowns to global events like the Met Gala and the Oscars.
BEYONCE MEGHAN MARKLE
AMAL CLOONEY
KATE HUDSON KARLIE KLOSS
RIHANNA
NICOLA PELTZ
CAMERON DIAZ TARAJI P HENSON ISLER FISHER
K
BRAND
AMBASSADOR
ARLIE KLOSS Karlie Kloss is a well known American fashion model, with Vogue paris declaring her as one of the top 30 models in the 2000’s. As well as having her modeling career which began in 2006, she is also an investor in W Magazine which Stella McCartney appears in often. Karlie Kloss is a loyal customer and Brand Ambassador for Stella McCarteny, modelling in many runway shows and also becoming the face of their collaboration with Adidas. She apperaed in Stella McCartney’s Spring Summer 2010n collection, Fall 2012 collection, and Spring Summer 2013 collection. Her first apperance as a model for Stella McCartney was in the Autumn Winter 2009 collection and from here, Karlie Kloss has become one one of their most famous faces. Adidas have collaborated with Stella McCartney for 17 years an Karlie Kloss has become the face of their collections since 2016. It was this year that she wore the 2021 collection to the New York City marathon.
VEGAN BRAND
COMPETITION Stella McCartney is a well known luxury vegan brand that are known for their cruelty free and sustainable clothing. This strong aim and selling point that they offer to their customers is also something that Nanushka achieve too. Nanushka is another luxury vegan brand that also have a mission to build a sustainable future, making them very strong competitors in the vegan fashion industry.
£1050
£1295
£1025
£1050
£675
£625 £1175
£650 £345
£750
£625
£1095
£345
£425
£845 As well as having the same aims for a sustainable future, the materials that they use are natural and craftmanship to create their long lasting durable vegan fabrics. Stella McCartney are known for for their iconic vegan fur coats where as Nanushka are known for their vegan leather which is one of their best sellers. Due to the materials process and source, both luxury brands ahve expensive price points in order to offer their customers some of the best luxurious clothing, however Stella McCarteny clothing is is nearly double the price of Nanuska due to being a more well known and established brand as Nanushka have only been around since 2005. In addition, as well as their materials, both brands this season have a very neutral colour palette and both have clean cut snd tailored clothing, creating a sophistated and smart appearnance.
£325 £895
CUSTOMER PROFILE ECO-CONCIOUS
NAME: SOPHIE SMITH
NATIONALITY: BRITISH GENDER: FEMALE OCCUPATION: TELEVISION PRESENTER & VEGAN COOK BOOK WRITER
VEGAN INTERIORS
FITNESS FOCUSED
AGE:35 FASHION LOVER & LUXURY SHOPPER
VEGAN
HEALTHY EATING EVENTS WRITER
GARDENING PASSION ANIMAL LOVER
Sophie Smith is a high profile television presenter and vegan cook book writer who is married to a journalist. She lives a very busy life looking after her two children and dogs, presenting the news at a very early time of the morning, maintaining her health and fitness passion and also attending national events. She is a social confident woman who is very passionate about the environment and lives a vegan lifestyle.
HOBBIES: GARDENING, GYM FITNESS, YOGA & COOKING FAVOURITE BRANDS: STELLA McCARTNEY NANUSHKA JILL MILAN OWNS ELECTRIC TESLA
LIVES IN AN ECO-FRIENDLY LUXURY HOME WITH HER HUSBAND TWO CHILDREN & TWO DOGS.
TREND
BOLD MINIMALIST ABSTRACT
CLEAN LINES
DETAILS
BOLD
CONCEPT
ENVIRONMENTAL
CUBISM
LINES
PERSPECTIVE
DISTORTED
BLOCK COLOUR SHAPES
ABSTRACT ART
PLACEMEN ROSE 001
ROSE 002
ROSE 003
ROSE 004
NT PRINTS LEAF 001
LEAF 002
LEAF 003
LEAF 004
FLOWER ONE 004 FLOWER ONE 002
FLOWER ONE 003 FLOWER ONE 001
PLACEMEN
FLOWER TWO 004 FLOWER TWO 002
FLOWER TWO 003 FLOWER TWO 001
NT PRINTS
REPEAT ROSE 004 REPEAT ROSE 002
REPEAT ROSE 003 REPEAT ROSE 001
REPEAT
REPEAT LEAF 004 REPEAT LEAF 002
REPEAT LEAF 003 REPEAT LEAF 001
PRINTS
FRONT
BACK
BACK
FRONT
SPRING SUMMER 20
FRONT
BACK
BACK
FRONT
022/23 COLLECTION
FRONT
BACK
SPRING SUMMER 20
FRONT
BACK FRONT
BACK
022/23 COLLECTION
FRONT
BACK
SPRING SUMMER 20
FRONT
FRONT
BACK
BACK
022/23 COLLECTION
RANGE
E PLAN
SPECIFICATION SHEET ONE
ȋʹ Ȍ ΪȀǦ ʹ ΪȀǦ ʹ ΪȀǦ ʹ ΪȀǦ ʹ
Ǥ
ʹͳ ͷͳ ͳͳͻ ʹ
Ͷͳ ͳʹ ͻͲ ͶͲ ͳͲͻ ͷͶ ͳ͵ ʹͺ ͵ ͳ ͶͶ
BLAZER FRONT
ʹͳ ʹ
͵
ͶͲ Ͷͻ ͳ ͳͶ ͳ Ͷͳ ͺ ͶͲ
BACK
SPECIFICATION SHEET TWO
Ǥ
ʹͷ ͷͶ ͳͶͲ ʹǤͷ
ͶͲ ͳͳ ͳʹͲ ͷͲ ͳ͵Ͳ ͷ ͵Ͷ ͵Ͳ ʹǤͷ ͳ Ͷ͵
TRENCH
COAT
ʹͲ
ʹǤͷ ʹ͵
Ͷ͵ Ͷͷ
FRONT
ȋʹ Ȍ ΪȀǦ ʹ ΪȀǦ ʹ ΪȀǦ ʹ ΪȀǦ ʹ
ͳͲ ͳͶ ʹ Ͷͷ ͳͲ ͻ ͵ͺ ͷ ͳ͵ͷ
BACK
BRANDING
CLOTHING TAGS
H H
H
E P O H
HOPE
X
HO
PE
H
HO
PE
XHOPE
H
H
HOPE
X HOPE
X
H
HOPE
X
HOPE
X
PACKAGING
BAGS
HANGERS
GIFT BOXES
ADVERTISING CAMPAIGN
WITH
KARLIE KLOSS
ADVERTISING
Piccadilly Circus
Bond Str
London Undergro
DIGITAL MARKETING
reet, London
ound
REFERE
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[online] Available at: <https://www.pinterest.com/ pin/205828645455207651/> [Accessed 18 May 2021]. o Pinterest. 2021. Cubism by Gregory Kerkman | Cubist paintings, Cubism, Painting gallery. [online] Available at: <https:// www.pinterest.com/pin/495396027733004959/> [Accessed 18 May 2021]. o Pinterest.ch. 2021. [online] Available at: <https://www.pinterest.ch/pin/538883911657387262/> [Accessed 17 May 2021]. o Pinterest.com. 2021. [online] Available at: <https://www.pinterest.com/collectxinspire/> [Accessed 17 May 2021]. o PR, G., 2021. A Stella launch for the UK’s first clean air store. [online] Greenhouse PR. Available at: <https://www.greenhousepr.co.uk/a-stella-launch-for-the-uks-first-clean-air-store/> [Accessed 17 May 2021]. o Red Carpet Fashion Awards. 2021. Karlie Kloss In Stella McCartney - 2017 Oscars - Red Carpet Fashion Awards. [online] Available at: <https://www.redcarpet-fashionawards.com/2017/02/27/karlie-kloss-stella-mccartney-2017-oscars/> [Accessed 17 May 2021]. o Samantha Conti, J., Conti, S. and Iredale, J., 2021. Stella McCartney Opening Madison Avenue Flagship. [online] WWD. Available at: <https://wwd.com/fashion-news/designer-luxury/stella-mccartney-opens-madison-avenue-flagship-10954949/> [Accessed 17 May 2021]. o Slate Magazine. 2021. Slate’s Use of Your Data. [online] Available at: <http://www.slate.com/blogs/the_eye/2014/02/13/ george_lois_on_the_evolution_of_the_modern_magazine_cover.html?via=gdpr-consent> [Accessed 17 May 2021]. o Stellamccartney.com. 2021. McCartney A to Z Manifesto: Spring 2021 Collection. [online] Available at: <https://www.stellamccartney.com/gb/en/stellas-world/mccartney-a-to-z-manifesto-spring-2021-collection.html> [Accessed 17 May 2021]. o Stellamccartney.com. 2021. Women | Stella McCartney UK. [online] Available at: <https://www.stellamccartney.com/gb/en/ women> [Accessed 17 May 2021]. o Stickpng.com. 2021. Hand Holding Ipad Tablet transparent PNG - StickPNG. [online] Available at: <https://www.stickpng. com/img/electronics/tablets/hand-holding-ipad-tablet> [Accessed 17 May 2021]. o the Guardian. 2021. Stella McCartney: ‘Only 1% of clothing is recycled. What are we doing?’. [online] Available at: <https:// www.theguardian.com/fashion/2018/apr/18/stella-mccartney-designer-ethical-fashion-interview> [Accessed 17 May 2021]. o The Hanger Store. 2021. White Wooden Suit Hanger | White Coat Hangers | The Hanger Store. [online] Available at: <https:// www.thehangerstore.co.uk/product/white-wooden-flat-suit-hanger-with-bar-40cm/> [Accessed 17 May 2021]. o TheIndustry.fashion. 2021. Stella McCartney takes over London’s Piccadilly Circus for Earth Day - TheIndustry.fashion. [online] Available at: <https://www.theindustry.fashion/stella-mccartney-takes-over-londons-piccadilly-circus-for-earth-day/> [Accessed 17 May 2021]. o The Spruce. 2021. 10 Eco-Friendly Homes That’ll Inspire You to Go Green. [online] Available at: <https://www.thespruce. com/eco-friendly-homes-4692745> [Accessed 17 May 2021]. o Thomas, E., 2021. Karlie Kloss Wore the Chicest Leggings to Run the NYC Marathon. [online] Who What Wear UK. Available at: <https://www.whowhatwear.co.uk/karlie-kloss-adidas-stella-mccartney-new-york-city-marathon> [Accessed 17 May 2021]. o Unblast. 2021. Free Outdoor Bus Shelter Advertisement Mockup (PSD). [online] Available at: <https://unblast.com/free-outdoor-bus-shelter-advertisement-mockup-psd/> [Accessed 17 May 2021]. o Votary. 2021. Votary Gift Wrap - Votary. [online] Available at: <https://www.votary.co.uk/product/votary-gift-wrap/> [Accessed 17 May 2021]. o Whatstarsown.com. 2021. 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EVALUATION For this project, we have been asked to design a collection in collaboration with one of the five suggested brands. In this collaboration, we must include our own concept and visualisations for our collection. I have chosen to collaborate with Stella McCartney as I love their sophisticated tailored look and also their sustainable environmentally friendly approach they take to reduce wate and damage within the world around us. My concept was environmental cubism as I love its perspective on art and the way it can change an image to make an object look so distorted. I also love the block colours and bold clean angular lines that is used in cubism art to create an abstract feel which is an approach I wanted to take with my prints. Looking at cubism within flowers and surroundings in our environment is the focus I made to match the eco-friendly environment focus that Stella McCartney also has and this is something that her consumers look for in the brand. To create my spring summer 2022/23 collection, I have chosen to use simplistic pastel colour palette with baby blues and pinks as well as a sage greens and pastel yellows for a bright pop of colour among the black pattern details among the prints. The cubism effect was created from originally cutting and placing my own photographs of flowers and leaves together for a distorted appearance and then placing a filter on top for the pop of colour which I then defined and in illustrator for a crisp bold abstract print. If this print was to be made, hemp inks could be used to create the black details in my prints as a sustainable and eco-friendly approach. I would also use famous stella McCartney vegan fabrics such as organic cotton for fresh airy material that is breathable and perfect for summer. At the beginning of my portfolio when making my research, it became clear that Stella McCartney catered for many different individuals with smart, casual, elegant and even active clothing. This wide range of clothing and styles means that Stella McCartney have a large target market, aging between 25 and 50 with different styles. However, I wanted to focus more on the tailored smart look to cater for my chosen customer and also complement the precise clean lines within my prints. Of course, this is a luxury brand so the clothing comes with an expensive price however their fashion is an investment, making durability a priority. When creating a bold minimalistic look within my print from the inspiration of cubist art, this is something that I also wanted to create within my garments by changing the silhouette and detail to create asymmetric garments or add angular details. This includes angular fastenings and also creating a triangle like shape within the silhouette and details of my garments. I feel that I have learnt a lot from this project and also developed my digital skills. I have learnt not only about Stella McCartney and their sustainable approach but also the ideas that form a collection together. When designing the prints and garment from this capsule collection, it was important to think about functionality, target audience and also its approach towards the Stella McCartney manifesto. In addition, I have learnt the marketing side of fashion which is something I have never looked into before although it is something you see every day on social media and also when you are just walking past a bus stop. This was all achieved technically and using Illustrator is something that was amazing to practise and achieve during this project as it is a software that I have never used before. I also never used clipping masks before in Photoshop so these new skills will take me further into the designing industry. In addition, leaning how to do displacement maps means I was able to create realistic visualisations and marketing for my project. I did already have some Photoshop skills which I was able to expand on and develop within this project but another software I had neve used before is InDesign and using all of these software’s has now made me feel more confident and comfortable with producing industry standard designs which I can now achieve to the best of my ability. By using a time plan, I kept up to date with my work and used my time efficiently. However, as we have learnt everything from home and at to do our work from home, it has been quite hard and unmotivating but using a time plan helps you to get a routine into your week. I think that my most successful part of this project was my prints and this is because I created them from scratch. Although I found it difficult at the beginning, by using illustrator to trace over the filtered distorted images that I made, I was able to make both placement and repeat prints for my garments. I am so pleased with my flat drawing and even my final collection and definitely think this is a collection I could see in Stella McCartney stores. I found that as all my prints were so similar in colour and design that I was able to merge them well throughout my collection and create the bold minimalistic look I wanted to achieve for my trend. Although I have improved and developed my skills so much during this time, there is still room for improvement. Next time, I will try to create my own digital croque head to completely finish the model instead of placing a Stella McCartney model head onto the croque bodies that I drew. I could even perfect my flat drawing further by making sure they were perfectly symmetrical and spend some more time creating different prints by using Photoshop instead of illustrator.
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