Stella McCartney, who started to work for Adidas earlier this year, will launch her second collection of activewear for women on August, 17th. The showcase will take place today at the Stella McCartney store in Bruton Street.
Her spring collection was a total hit and was sold out within several days or in the case of Norsdom, even before the clothes had arrived: “Spring was amazingly well received,” says Stella in her interview to wwd.com. “They were reordering at Bloomingdale’s and people were queuing in Japan. It made perfect sense to me from Day One. I just can’t quite believe it’s not been done before.”
The new collection will consists of 99 pieces of sportswear, footwear and accessories and will be available for sale in Europe and Asia with the price starting from $38. McCartney chose fleece as the main fabrics for the collection and aqua, flamingo and zesty hues for its color range: “There’s no excuse for labels to be bashing out the same cheesy baby blues anymore,” states McCartney.
The collection is intended for the women who love outdoor activities: “We addressed outdoor sports as we wanted to get women out of the gym and into the fresh air. I want to encourage exercise and for me, it’s experiencing the natural side of it as well. I grew up riding, swimming outside, skiing and with long walks with dogs,” adds the designer.