Stella McCartney launches eco-focused 'activist' campaign for latest Adidas link-up

By

Sandra Halliday

Published
Jan 15, 2021

The latest Adidas by Stella McCartney collection debuts Friday and has a more eco-friendly slant than ever, as well as coming with a campaign featuring a number of activists, as well as brand favourite Lourdes Leon.

The Futureplayground SS21 capsule celebrates the planet and its natural environments with the reins for the campaign having been handed to female creators Netti Hurley, Monika Mogi and Anna Pollack.

They shot a number of inspirational activists in pieces made from sustainable materials. It’s the first time the brand has assigned such creative control to outsiders.

The creatives behind the lens include Japan’s Mogi who has photographed organic and sustainable farming advocate Yuri Hibon along with archer and Olympian Ren Hayakawa.

UK-based film-maker Hurley has photographed mental health activist Georgia Moot, and artist duo Calm and Violet.

Meanwhile Lourdes Leon, who has fronted previous campaigns for  the brand, appears in the segment created by director Anna Pollock.

McCartney said she loves seeing how “each individual is working to protect the planet or their community in their own way, and how they’ve each captured the collection in settings that celebrate their environment – serving as another reminder as to why it’s so important we strive to protect it”.

The “street sport-inspired collection” itself features “modern silhouettes, elevated by clashing and expressive prints”. It makes use of new Adidas materials tech such as its Primeblue high-performance recycled material, and Primegreen performance yarn with 50% recycled content.

The results include a floral parka, cycling leggings, bags, hats, running packs, shoes and other items.