The Earth doesn’t stop moving, so we don’t either. adidas by Stella McCartney AW20 is ready for the world, boldly supporting a rising generation who are pushing forward consciously – together. The versatile range equips modern women with exercise gear made for every environment and extreme, empowering them to go out into the beyond to explore connections to the planet and one another.
The season is led by environmental and feminist changemaker Lourdes “Lola” Leon, who choreographed and co-directed our AW20 shoot with Anna Pollack. Part of the Stella family, featured in our POP Fragrance campaign, she was joined by a handpicked collective of six fellow activists including artist Uzumaki Cepeda, performance artists Oumou Traore and Henry Chesley, dancer Lynnette Paz and Blair drummer, Anysia Kym Battz.
“My generation is sensitive to the needs of each other and the planet, and the state of the world affects us. I have known Stella my whole life, and trust her sustainable vision for this versatile new performance collection with adidas.” – Lola Leon
These next-generation trailblazers are passionate about driving positive change collectively; captured dancing and moving in harmony in the wild wetlands just outside New York City. They are inspired by and wearing their favourite items from the collection – consciously innovated for maximum impact on performance with a minimal impact on our environment.
AW20 evolves aSMC’s signature blend of innovation and style – precisely balancing performance, fashion and sustainability. The season includes two key drops: Workout Wardrobe, with versatile pieces that take you from the studio to the street; and the Winter Capsule, incorporating key weather-focused innovations to enable climate-resistant training or for an everyday statement look.
Consciously pushing forward with our sustainable mission, the collections use PRIMEBLUE, a high-performance recycled material made in part with Parley Ocean Plastic, and PRIMEGREEN, a series of high-performance recycled materials, as part of adidas by Stella McCartney’s ambition to end plastic waste.