Stella McCartney Launches Stellawear Multi-Purpose, Modern Essentials Dressing

Comfort, activewear and multi-purpose dressing were buzzword lifestyle trends in a pre-COVID world. Add sustainability as a top priority for growing numbers of fashion consumers; then ask yourself who is best positioned to create a new category of lifestyle products essentials that are high-value, performance-oriented and designed to last with an earth-friendly pedigree.

Enter Stella McCartney and her new collection called Stellawear, combining swimwear and lingerie collections into modern pieces that morph beyond categorization. The bodysuit functions as a maillot. A sports bra is also a bikini top. These pieces want to be layered as the foundation layer in modern wardrobes.

“I wanted to create a new collection that was both multi-functional and kind to the planet,” she says. “I was looking for something that sculpted my body in all the right places, but that I could also work out in or wear as outerwear, that I could wear with jeans, run into the pool, and then dry super quickly to head off to lunch.”

Do remember that Apple’s Steve Jobs managed to conquer the high-tech world of original design and superb functionality by wearing the same black turtleneck every day. Jobs said he was too focused on big ideas to worry about his daily wardrobe.

Stella McCartney pitches a similar point-of-view.

The collection was shot by Parisian creative duo Melanie + Ramon, who additionally captured Stella McCartney’s Autumn Winter 2020 swimwear collection. They say, “We especially loved one Stellawear piece, a very athletic bodysuit with one single strap in the back. This design frees any movement and the soft knitting fits every body type.”

Stella shares the materials pedigree: “Made almost entirely from eco-friendly materials, Stellawear Autumn Winter 2020 is our most sustainable swimwear and lingerie collection to date. Pushing towards circularity, pieces are crafted from Aquafil® warp-knit yarn that architects the body – created with ROICA™️ Eco-Smart™️ fibres, an elastane produced from pre-consumer recycled content, and Econyl® regenerated nylon from ocean plastics and textiles destined for landfill.”