*** Note: this blog was originally posted on www.alexloves.com ***
Last week I had the pleasure of meeting Stella McCartney for the second time at her flagship Adidas by Stella McCartney boutique on Fulham Road, where she talked to us about the new SS13 collection, her experiences at the Olympics and plans for the future.
The store is the first and only one dedicated specifically to her ongoing collaboration with the sports giant (which started in 2005). For SS13, the collection is looking brighter and funkier than ever, with an overload of colour and playful prints. Talking about her inspiration for this season, Stella said: “It’s just building on what we’ve done in previous seasons but really pumping it up this time. There’s a lot of colour, matching and clashing. It’s about layering pastels, prints and brights. It’s just a bit wrong, which I love and I think is very courageous… This collection was really about encouraging that.”
The whole mix and match, layering and colour clashing gives the collection a slight 80’s vibe; a little wrong, but oh so fun. “Go crazy with the different tonies in this collection as they look beautiful blended together and the metallics offset them perfectly – there’s no such thing as too much!” Every season a new sport gets added to the range and this time Stella focused on paddle boarding, by designing absolutely lust-worthy wetsuits and surf tops, and even a limited edition printed paddle board.
Walking around in the store, many of the pieces would look just as good inside the gym as well as in daily life, which prompted me to ask her if she thought the lines between sportswear and ‘fashion’ are getting more and more blurred in recent times, with the sports luxe trend often featuring on the catwalks: “There’s always been a great energy in sportswear and fashion’s always drawn from different energies whether it’s sports or the art world. I think sportswear has got a great edge to it and I’ve been drawn to those kinds of silhouettes at times. But to be honest, I think the lines have always been very blurred. Look at the 80’s, street style… I don’t think it’s particularly now that we’re seeing it. I think everything on the runway has a resurgence. Whether it’s sportswear influences or masculinity or surrealism, at some stage everything ends up on the runway.”
Last time we met was just a week before the Olympics, which played such a big part in Stella’s life over the past 4 years. Back then, she was excited but also seemed a bit nervous about seeing her designs on such a grand stage, so when asked how she felt now that it was all over, she told us: “It’s funny, it took up so much of my life last year and it was an incredible experience. Working on something like that and getting to be part of that in a very small way was just incredible. My memory of that is mainly just experiencing it like everyone else did. I think it was so surreal that when I watched the games it was just too huge to really think about the fact that I was seeing things I’d designed. Generally I think I just watched it like most people. When I saw one of the athletes on the podium I was a bit like “oh look, they’ve got my jacket on” but it was quite overwhelming because it was so recognisable and because we hosted it, it was in every newspaper everyday. It became like it was another person. Would I do it again in 2016? I’d love to forever and ever! I’d like us to host it again.”
2012 may have been a highlight, but Stella still has plans for the future, one of which involves a new technology which would allow them to start dyeing the products in a more eco-friendly way without the use of water and building the collection a little bit further every single season. At the moment, there’s no plans for a menswear collection, but never say never! Visiting the store made me want to hop on a bike and go to the gym as the collection is just so cool, you’d want to use any excuse to wear it.
The SS13 collection is in stores right now and also available to buy online.
Adidas by Stella McCartney
97 Fulham Road
London SW3 6HR