Stella McCartney launches her new ‘All Together Now’ collection, unveiled by breakthrough American singer-songwriter Billie Eilish over the weekend as she wore a custom set for her first ever Glastonbury performance. The collection and its accompanying campaign are inspired by the iconic Beatles film ‘Yellow Submarine’, bringing its spirit back to life and sending its message of peace, love and togetherness to a new generation. Starring up-and-coming artists Oscar Jerome, Keyah Blu, Joy Crookes and Femi Koleoso, the campaign film is a psychedelic adventure through a colourful world and a celebration of the power of music, capturing the playfulness and irreverence that are core to the Stella McCartney DNA.
‘Yellow Submarine’ celebrated its 50th anniversary last year, with its hand-drawn, vivid imagery digitally remastered for today, and upon revisiting it Stella was inspired by its positive message and was driven to do something special.
Stella says of the campaign and the collection: “It’s shockingly modern, what those 4 young guys did. The beauty of the lyrics blows me away. I found that I was removing myself from the fact that it was family, and just finding myself as a fashion designer watching a piece of material that was massively and emotionally effective to me. We pulled apart the music, the lyrics, the psychedelia and the comedy and turned them into something new.”
The campaign features key pieces from the new ‘All Together Now’ collection which are directly inspired by scenes and motifs from ‘Yellow Submarine’. Classics are transformed with pop-art portraits and text graphics, dresses are brought to life with vivid prints and outerwear is transformed with eclectic embroidery. Each piece is statement-making, unique and alive with colour, honouring the original artwork while offering a modern perspective. The collection spans men’s ready-to-wear and kidswear and also includes accessories and knitwear.
Since launching in 2001, the Stella McCartney brand has been deeply rooted in its dedication to being a responsible and modern company taking responsibility for the resources it uses and the impact it has on the environment. As a vegetarian brand, the brand never uses leather, fur, skins or feather in any products for both ethical and environmental reasons, setting a standard for the use of alternative materials.
The digital campaign is going live on www.stellamccartney.com and the brand’s social media platforms on the 8th of July. Stay tuned to the brand’s channels for further announcements.
The collection will be available in Stella McCartney stores and on Stella McCartney.com, as well as select stores worldwide. For women, ready-to-wear ranges from HKD 2,600 to HKD 22,550, and shoes and accessories range from HKD 5,150 to HKD 10,200. For men, ready-to-wear ranges from HKD 2,300 to HKD 53,400.
Models: Oscar Jerome, Joy Crookes, Keyah Blu and Femi Koleoso
Stills and Film: Semaine
Styling: Karen Langley
Hair: Kei Tarada
Make-up: Ciara O’Shea