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adidas grimes stella mccartney collaboration campaign aw19
adidas x Stella McCartney AW19 campaignCourtesy of adidas

Grimes fronts new adidas x Stella McCartney campaign

The eco-minded AW19 collection debuts in a series of images that feature the musician and activist

Stella McCartney’s longtime commitment to sustainability transcends her own label and also plays an important part in her ongoing collaboration with adidas. At the end of last year, this manifested in the form of a vegetarian Stan Smith that featured the designer’s face on it. Now, the AW19 collection has dropped and features Grimes in the accompanying campaign. 

“Grimes is the perfect embodiment of the adidas by Stella McCartney core values,” McCartney says on enlisting the musician, who appears on a beach-like setting. “She is passionate and outspoken protecting the planet, and a true trailblazer for pushing creative boundaries and inspiring women to unlock their potential in all aspects of their lives.”

The collection itself utilises innovative techniques and materials like recycled polyester made with Parley Ocean Plastic, but doesn’t have an adverse effect on performance. “Our focus for this collection was to incorporate fabrics that help us get one step closer to our future goal of high-performing, sustainable performance wear,” the designer explains. 

adidas x Stella McCartney is available from July 15.