Introducing the exclusive, limited addition Stella McCartney Sophie collaboration launching Spring 2022 online and instore. The collection will showcase distinguished Stella McCartney features while incorporating a fresh artistic flare. The collection will showcase a large range of garments with distinctive and unusual characterises. Bold prints and di-verse silhouettes will complement each other in achieving a futurist feel for the collection. I have chosen to collaborate with Stella because her brand hosts a vast body of different styles, concepts and prints as well as being environmentally conscious and this is something I too align with as an artist. The target audience aims to appeal to 20–35-year-olds that use fashion as a form of artistic expression and are not afraid to stand out. The iridescent and vibrant concept is a representative for inner beauty and how people use fashion as an out-burst of how they feel on the inside. Stella McCartney signature style will be present throughout to ensure we’re appealing to her usual customers, but we hope to intrigue other people. In order to line up with the ethos of Stella McCartney the collection must be executed in the most environmentally conscious way, so we are partnering up with The Sustainable Sequin Company to ensure that any use of certain materials like sequins and glitter aren’t affecting the environment. We believe that sustainable fashion doesn’t have to be dull so, therefore we don’t want to limit the collections ascent pieces. The second step we will be taking is using an ethically sourced silk made from sustainable fibres by a renewable resource, so that fabric and manufacturing are both echo friendly. All our clothing pieces will come with detailed wash instructions to ensure the longevity of all clothes and we will avoid using mixed fibres and fabrics because all materials can wash differently.
photo from 2nd April 2014 interview with Biography.com
Stella McCartney has a huge range of clothes from crop top to longer and more modest cuts of clothes. This is a way of appealing to all styles and offer layer-able items for religious reasons and to incorporate with a hijab. There are also garments that can be worn as maternity clothing. Stella McCartney don’t specifically offer “men’s” clothing but do have a section for unisex collections. I believe this is a way of breaking down boundaries set by society of gender roles and providing clothes that are neither gender is a way to show inclusivity. Another way they show in-clusivity is having models of different races, hair colours and ages. A lot of prestige brands don’t showcase such diversity so doing so puts Stella McCartney at an advantage. In order to appeal to a wider audience Stel-la McCartney collaborates with famous brands, for example Adidas. I would consider Stella McCartney a lesser-known brand than Adidas so by collaborating it will increase their target market reach. Adidas have collaborated with plenty of other fashion brands like Ivy Park and Bape. These collaborations made better significantly better sales in comparison to Stella.
zebra print playsuit £120
fluid velvet mini dress £895
chunky ankle boots £625
sunglasses £240
Stella McCartney uses celebrity endorsements to reach people who are fans of the celebrity but may not be customers. They use key words and hashtags to appear on newsfeeds and differ-ent algorithms. To name a few: Billie Ellish, Taylor Swift and Ellie Goulding. They post more on Instagram than Facebook because Facebook is becoming is becoming a more dated platform, but I think they still post on there for older audiences who don’t use Instagram. They also use their social media to sneak peek new launches and to drop details on the launch like the date to en-sure customers are aware of when they can purchase items they like. They include many website links throughout all their social media platforms which is a very easy and instant way for customers to shop from there site. Most of their advertising is digital gamer girl knit skirt £495 like most brands in this day and age gamer girl knit jumper £675 but on June 14th, 2021, they did an environmental protest called “Now is our time” which was based about fur not being used as fashion. This was in collaboration with Ocean where messages were shown on the Piccadilly Lights in London for seven days with a 40 second full screen takeover each hour. They did a further campaign on the matter on June 16th, encouraging people to sign the HSI Fur Free Britain petition, alongside an organised gathering at Picca-dilly Circus. Although this wasn’t strictly for advertising purpos-es it helped the brand gain traction and showed the public how passionate Stella McCartney is about sustainable fashion.
bodycon dress £1,250 tiger jumper £850
Stella McCartney’s unique selling point is there beautiful expressive and playful items while still being environmentally friendly. There items are expensive and would be considered a luxury brand so the target market would be for those who are wealthy. In my opinion I think they mostly cater for a 20-35 age range group but some of the garments and the accessories would be bought by an older audi-ence. If I compare the prices and styles of Stella McCartney’s brand, I will say that their competitors are Moschino and Bimba Y Lola. Moschino has a similar target market and silhouette styles, but Bimba Y Lola have the same playful prints, concepts and colour pal-ettes. All three brands do have very similar price point, although Moschino stands out as slightly more expensive brand, but their noto-riety counter acts this negative as I feel that Moschino are more of a household name then Stella McCarthy. The advantage that Stella McCartney has over these brands is that she is the only brand that can be considered a sustainable fashion company, so this opened a target market of customers that are environmentally conscious. When researching into competitors for Stella McCartney I felt that being a sustainable company was the one thing that consistently set Stella apart from other companies because a of brands uses un-ethical manufacturing techniques as well as materials that are bad for the environment, therefore feeding into the fast fashion industry.
rhinestone mini dress £3,500
fluid velvet dress £895
mini holographic spike handbag £1,075
midi skirt £675
Stella X Adidas sneakers £320
Trend: Dopamine Brights
Concept: Cyber Beauty
For this project we were given the task to collaborate with a brand that is sustainable and environmentally friendly to help battle against fast fashion. In this collaboration we had to do extensive research as well as come up with a conceptual idea for a new collection and visualisations to go along side. I decided to collaborate with Stella McCartney as I enjoy their playful colour schemes and unusual silhouettes and I choose to do cyber beauty as my concept. This is because I believe today’s generation focus more of their life online and how virtual shopping has become the dominant way purchasing goods. I also choose this concept because the entire module was focused on digital based work, so I felt it was fitting for the work. I determined my concept very early on when researching into Stella because a lot of their accessories has a space age and futuristic feels which feed into the concept I has in mind. The colour palette I choose was drawn with Pinterest inspiration and I felt that the burnt orange and green complimented each other nicely. My print was inspired from computer and tv glitches and the sporadic-ness of the pixels made such an interesting print that I think matches the brand. My target audience was aimed to appeal to young adults that express themselves through clothing. For my silhouettes I went for a variety from street wear style garments that had a miliary feel for an unexpected and intriguing look which I think paired with the prints work. I am happy with the overall concept and colour scheme with my pages as I feel it is presented clearly and fluently but I think to get to know the brand better I could have researched Stella McCartney on a deeper level and thought about the layout of my pages more. Some of the pages seem as if they stand alone on one page instead of flowing together like a book. I think overall there are sections of my work that could have done with more detail, but I am proud of my print design out comes and I think my flats look professional. For second year I think a work planner would help me massively to give me structure. In future time management and balancing my modules evenly is something that needs major work to ensure I’m achieving the grades I want as well as attending lectures so I can be taught the correct techniques and digital skills. These skills are important when creating things like displacement maps or flat designs because it can affect the appearance If not done correctly.
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