SAVE THE WAVES -Stella McCartney

  • Aaminah Hafeji

For my third year 'Collaboration With Industry' project, I was given a real industry brief to design a Kidswear capsule collection for Stella McCartney,SS21 that embodied the brand DNA & values and delivered a message. In light of Stella McCartney joining Parley for the Oceans in the Fight against Marine Plastic Pollution and Drive Eco Innovation, I decided to create a Girlswear range to raise awareness of protecting ocean life and the amazing sea creatures that are found within. Furthering the ongoing commitment of the brand’s focus on sustainability, I designed a range which would be made using organic, recycled and sustainable materials. I thought of many ways the collection would scream sustainability, even through the use of the swing tag - which I made versatile as once it is removed, it can be turned into a badge or even used as a bookmark, giving the playful aspect to the Girlswear range. I created a cohesive collection which could be styled successfully and sits well together in store which is seen through the consistency in the colour palette and the prints and patterns used. I also demonstrated how this collection would be marketed in store and across multi media channels, whilst considering how the campaign shoot would be executed. Overall, I greatly enjoyed the experience of designing a range for an environmentally innovative company, grasped in-depth knowledge of sustainability and further developed my skills.