The Winter 2026 Campaign: A New Era
Winter 2026 marks the beginning of a new era for Stella McCartney. Following Stella's reacquisition of her brand, this campaign signals the beginning of a fully realised new chapter: independent, self-defined and re-focused on the principles the house has championed since day one.
Childhood, family, Savile Row tailoring, sensuality, humour and a lifelong love of animals are reconsidered through a sharper, fresher and more concise vision.
The Winter 2026 Stella woman embraces contradiction. Masculine and feminine. Playful and precise. Her wardrobe brings together defining moments from Stella's design history, from vegan fur alternatives and vintage lace to Savile Row tailoring and 80s sportswear, crafted using 93% responsible materials.
Rich shades of chocolate, camel, rust and charcoal sit alongside bold primaries. Chantilly lace, moiré and silk jacquards revisit lingerie-inspired silhouettes from Stella's earliest collections, while sharp tailoring remains at the heart of the wardrobe with sculpted jackets and strong shoulders.
Elsewhere, fisherman knits inspired by Stella's Scottish upbringing are reimagined in lightweight wool-silk blends, while slinky ribbed dresses, cropped polo sets and hand-crocheted hearts balance softness with structure.
Responsibility has shaped Stella McCartney since day one. Winter 2026 continues that commitment through responsible material innovation, from 100% recycled denim to next-generation Brewed Protein™, a lab-grown fibre created through precision fermentation that offers an alternative to animal-derived materials with a significantly lower environmental impact.
The Appaloosa returns in new colourways, tactile animal-inspired textures and an all-new mini crossbody silhouette. Falabella evolves with mink-effect vegan alternatives, leopard jacquards and seasonal finishes, while the Ryder Pochette debuts with quilted diamond stitching and cruelty-free croc-effect textures.
