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adidas x Stella McCartney AW18 @ A call for eco-fashion

The new adidas x Stella McCartney proposal follows its usual line: a call for eco-fashion. This time through Dean Davies’ lens.

We all know that Stella McCartney is committed to creating the most sustainable fashion possible. Not only has she never used furs or leathers in her collections, but she also invests in new technologies and works with conservation charities to protect the environment.

adidas x Stella McCartney
Photography Dean Davies | Styling Rebecca Perlmutar

This combination of ethics and innovation is evident in its new AW18 collection in collaboration with adidas. In this new proposal McCartney opts to experiment with animal print flashes, capturing colored stripes and structured silhouettes, thus creating a new twist in sportswear.

The most important thing is that Stella’s designs are intended for anyone to use and to highlight this, Dazed’s team along with photographer Dean Davies’ skill and selected a diverse cast of models to showcase the collection in an environment that is not exactly haute couture.

adidas x Stella McCartney AW18 by Dean Davies

The collection is made up largely of eco-friendly textiles, including recycled polyester and organic cotton. Some more innovative fabrics are also used: McCartney uses Parley Ocean Plastic, a material made from plastic waste discarded in abundance throughout the collection, as well as ECONYL yarn, a technologically advanced textile made from fabric waste 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 about her constant commitment to set a positive example. In short, it is fashion, but with conscience.

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