S-Wave the new brand by Stella McCartney

Stella McCartney presented a new brand, S-Wave, which indicates a further step forward for the maison – a pioneer of conscious luxury – in promoting a circular fashion industry, which innovates in materials and leads the way in responsible fashion.

The “S” wave design is inspired by the DNA structure, sound waves and sacred geometry of Mother Earth.

It is a representation of the balance and harmony of nature, of the objectives and circular values, of the intentions and actions of Stella McCartney

explain from the British company

paying homage to the golden relationships and energies that connect us all, the S-Wave is a visual personification of the brand’s purpose and message, as well as the simplicity of life and beauty itself

The new project starts with a limited edition for winter 2022 but plans are already being made to expand it and make it evolve in subsequent seasons. The new logo will be found on vegan and ready-to-wear accessories, including trainers and bags.

It will also give a new look to proposals such as the Frayme bag and the Savile Row tailoring garments, «items that are among the most sustainable of Stella McCartney’s more than 20 years of innovation and that have charted a more conscious path for luxury fashion».

S-Wave vegan clothing and accessories will be on sale in Stella McCartney stores, on stellamccartney.com and at selected retailers around the world.

Emanuela Zini
My professional life has been marked by several big changes that made me grow as a person and as a leader, develop new skills and mental flexibility, which in turn allows me to face challenges from a different, unique perspective. To me, writing represent a way to communicate with myself and with others. Telling stories and engaging my readers are the challenges that I am currently facing within a wider editorial project.

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