Activists head up new adidas by Stella McCartney SS21 campaign
Part one of the new adidas by Stella McCartney SS21 "Future Playground" collection is available from tomorrow and, for the first time, the creative reigns have been handed to female creators Netti Hurley, Monika Mogi and Anna Pollack who have photographed inspirational activists for the “conscious campaign.”
The collection is described as “an expressive street sport inspired collection with modern silhouettes, elevated by clashing and expressive prints.”
Monika Mogi, from Japan, “expresses her urge to normalise strong and unique personalities through powerful and arresting visuals,” casting activist Yuri Hibon, who has a passion for organic and sustainable farming, and Ren Hayakawa, who won a bronze medal in archery at the 2012 Olympics.
UK filmmaker Netti Hurley “seeks to sensitively and truthfully share the stories of her generation,” casting calm and Violet, a couple who are both artists and activists sharing their joy of love and passion for equality through art. Georgia Moot, a proactive voice for mental health and BIPOC communities features alongside, celebrating how movement helps her retain balance and wellbeing.
The perspective from New York City is brought to life by director Anna Pollock who explores youth culture and captures it through a multi-faceted lens – casting Lourdes Leon, an advocate for environmental and feminist causes, and Akili King, a “next generation voice” who is actively driving change focused on inclusivity and female empowerment.
Commenting on the campaign, Stella McCartney said: “Young people today are so full of creative ideas and have an incredible energy, so I think it’s really important to give them opportunities to share their work and vision. We can all learn so much from them. The directors and cast from across the globe who brought this conscious campaign to life are incredibly diverse in both their backgrounds and their beliefs.
“I love 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 collection “sits at the intersection of high fashion and next-level performance,” using the latest material technologies, including adidas’ "READY" temperature management technology – designed to keep next generation athletes and activists dry and comfortable as they move.