Introducing the S-Wave: A symbol of our values 

The S-Wave is a brand symbol that signals our new heritage – personifying existing brand codes, while progressing towards the next chapter at Stella McCartney. 

More than a monogram, our S-Wave is inspired by DNA strings, harmonic sound waves and the secret geometry of Mother Earth – graphically capturing our ever-evolving commitments to circularity, material innovation and conscious leadership. 

In creating the S-Wave, the mindful intention was to represent Stella’s own values and circular goals, as well as the balance and harmony of nature. Visually, it also brings to life sound waves, a universal constant source of energy and the dimensional relation between octaves and tones. A melodic monogram to signify a new moment. 

Honouring golden ratios and the energies that connect us all, the S-Wave forms a connective visual thread that will appear as both hardware and a monogram pattern on vegan accessories and ready-to-wear, beginning first with Autumn 2022 and Winter 2022 collections. It will continue to appear and evolve with subsequent seasons.

For Winter 2022, our new symbol also appears on the S-Wave bag – a shoulder bag with a 90s-inspired elongated baguette silhouette. Its S-Wave zamac plaque shines alongside a butter-soft body, featuring a coating created from 55% grape-based, renewable fibres made of agricultural waste from Italian wineries. 

Responsibly crafted from a mix of plant-based alternatives to animal leather, the S-Wave 1 trainers are a minimal, single-sole, low-rise trainer. Our S-Wave appears subtly on the upper with a jacquard finish using post-consumer recycled polyester.  

Shop S-Wave ready-to-wear and vegan accessories at Stella McCartney boutiques and online now.