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adidas x Stella McCartney AW18 by Dean Davies
Photography Dean Davies, styling Rebecca Perlmutar

Stella McCartney’s new adidas collection champions eco-friendly materials

Using fabrics and textiles made from discarded ocean plastic and fishing nets

We all know that Stella McCartney is committed to creating fashion that is as sustainable as possible. Not only has she never used fur or leather in her collections, she also invests in new technologies and works alongside conservation charities to protect the environment. In fact, there’s even an entire ‘Sustainability World’ section on her official website – a page dedicated to explaining all the ways her label is committed to sustainability, and providing information on initiatives she supports.

This combination of ethics and innovation is written across her AW18 collaborative collection with adidas. Aesthetically, McCartney chose to experiment with flashes of animal print, arresting streaks of colour and structured silhouettes, creating a new twist on sportswear staples.

Most importantly, the range is designed for anybody to wear. To highlight this, Dazed enlisted the skill of photographer Dean Davies and tapped a diverse cast of models to show off the collection in some distinctly non high-fashion surroundings. There’s an effortless beauty to the laid-back photos, all of which contrast the eye-catching collection with natural backdrops. Who knew an orange puffer could pop so hard against a chainlink fence?

Then, there’s the innovation. This comes primarily in the form of Climaheat technology, designed to regulate body temperature and protect against those chilly winter nights. In other words, McCartney has actively set out on a mission to make those freezing, late-night winter runs (if you have the motivation, that is – congratulations if so!) just a little bit more bearable.

Better still, the range is made largely from eco-friendly textiles including recycled polyester and organic cotton. There are some more innovative fabrics in use too: McCartney uses Parley Ocean Plastic, a material made from discarded plastic waste liberally throughout the collection, as well as ECONYL yarn, a tech-savvy textile made from fabric scraps and fishing nets.

“We have a responsibility to provide women with a choice that allows them to be a part of a solution through our sustainable pieces and practices,” explains McCartney of her ongoing commitment to set a positive example. It’s fashion, but with a conscience.

Photography Dean Davies, photography assistant Tom Warburton, stylist Rebecca Perlmutar, hair James Oxley, hair assistant Reiss Alexander, make-up Vassilis Theotokis, make-up assistant Georgia Hope, models Zenobia Voegele Downing @ Anti Agency, Vanessa Voegele Downing @ Anti Agency, Charlie Osborne, Tara Stone, Naomi Wong, Jess Wong, Matilda @ Ciel Model Management, Nafisah @ People-file, Julia @ People-file, photographic producer Beth Mingay, production assistant Sophie Brunker, project manager Rachel Eades, commissioning director and producer Lauren Ford.