For her autumn/winter 2020 collections for Adidas, designer Stella McCartney got a little help from her friend Lourdes Leon. The dancer and director (and daughter of Madonna, of course) not only stars in the campaign, but also helped cast the rest of the young activists who appear alongside her. She also choreographed and codirected the campaign images, shot just outside of New York City (before the pandemic) by Brooklyn-based director Anna Pollack. “Anna and I wanted to create something that was as close to ourselves as possible, doing it in a way that feels very authentic to the collection, our friend group and where we live in New York,” Lourdes said of the their location choice via press release.
An advocate for environmental and feminist causes, when casting the models for the campaign, Lourdes chose friends of hers who are equally as passionate about driving positive change in the world. They include textile artist Uzumaki Cepeda, performance artists Oumou Traore and Henry Chesley, dancer Lynnette Paz, and drummer Anysia Kym Batts.
“I am continually inspired by today’s generation,” Stella of the campaign in a statement. “They are born activists, who use their platforms to campaign for sustainability, strength and collective, creative freedoms – all values that adidas by Stella McCartney champions. This collection is made for them. We have pushed the boundaries of innovation to create bold standout pieces that fuse high-fashion and performance, using sustainable materials to reduce our impact on the planet so we can create a better world for generations to come.”
Both the autumn/winter Workout Wardrobe and Winter Capsule range feature sustainable materials, graphic, oversize silhouettes, reflective and neon accents, and a snow-leopard animal print that can be seen on everything from parkas to crop tops. The latter of the two collections also includes winter sports gear like weather-proof hiking boots and puffer jackets made from 100-percent recycled polyester.
“I’ve known Stella since I was little, and I’ve always trusted her,” Lourdes said of the collaboration via press release. “I really do appreciate her sustainability message and I respect her a lot for what she does, so I was excited to work on this campaign with her.”
The Workout Wardrobe launched on 20 Aug, while the Winter Capsule collection launches online and in store in September. Keep reading to see the stunning campaign images and shop a few of the key pieces from the collection.
