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.