Grimes is collaborating with Stella McCartney for an eco-friendly AW19 Adidas collection.
Stella McCartney is continuing her collaboration with Adidas with Grimes staring as the new face of the Autumn/Winter 2019 collection. The iconic fashion designer announced Grimes as the star of the new campaign yesterday (15 July), describing the Canadian musician as a “perfect” fit for the new sustainability-inspired series of performance wear.
In a statement made on Instagram, McCartney hailed the artist as the embodiment of the Stella x Adidas ethos. “She is passionate and outspoken about protecting the planet, and a true trailblazer for pushing creative boundaries and inspiring women to unlock their potential in all aspects of their lives.” Meanwhile Grimes also shared some notes on her ‘training regiment’ on Instagram to coincide with the campaign.
As part of Stella McCartney’s continued effort to reduce environmental impact, the collection promises both effective and sustainable performance wear. It uses materials like recycled polyester made with Parley Ocean Plastic, but is designed so as not to hinder performance. “Performance and style are at the heart of every piece Adidas by Stella McCartney creates” the designer said, “but we believe that this shouldn’t come at a cost to the planet. Our focus for this collection was to incorporate fabrics that help us get one step closer to our future goal of high-performing, sustainable performance wear.”
Grimes’ new album will reportedly be titled Miss Anthropocene, with the singer-producer playing an anthropomorphised version of climate change throughout.
Adidas by Stella McCartney is available to pre-order now. You can revisit Crack Magazine Issue 99 cover feature with Grimes here.