She’s one of the most forward-thinking, innovative designers in the world when it comes to both sustainability and ethical fashion, so the idea of Stella McCartney trying her hand at a millennial pop star’s ‘merch’ collection – often known for being ‘cheap tat’ that the buyer tires of and bins as soon as the concert is over or the new album is released – might surprise some.
It might surprise you less, however, when you hear who said ‘pop star’ is.
One of Stella’s good friends, Taylor Swift, has called on the designer to help create a collection inspired by her long-awaited seventh album, Lover, which is set for release imminently.
Judging by the Lover lookbook, there’ll be a lot of pastel hues, images of Taylor’s new cat, Benjamin Button, and bang-on-trend tie dye. The first look also gives a glimpse into some of the unreleased songs, with lyric tees reading: “Summer’s a knife”, “There’s a dazzling haze”, and “Like a Tennessee Stella McCartney”. Yes, Stella even gets her own lyric… we told you they were pals.
“When I started spending more time in London, Stella and I would go on walks, have cocktails and talk about life,” Taylor told Vogue.
“So, when it came time to write this album, I name-checked her in one of my songs and when I played her the album, I said, ‘Should we do something?'”
Seemingly thrilled to have been approached, Stella told the fashion magazine: “I couldn’t believe that my name is in a Taylor Swift song (what?!?) and after Taylor played me the entire album it gave me such incredible inspiration for the collaboration and it really revolved around the music.”
With Stella’s direction the line is inevitably chic, but – almost more importantly – proves that these mass market ‘merch’ collections needn’t succumb to the typical fast, throwaway fashion culture.
Consisting of organic cotton sweatshirts and T-shirts, a sustainable viscose bomber jacket and a bag crafted from a leather-alternative that comprises recycled polyester and vegetable waste oils, the latter two pieces (which will be priced at £1,335 and £525 respectively) will be available on stellamccartney.com from August 22 and in good old-fashioned bricks and mortar stores in London and New York the following day.
The rest of the collection – which, we presume, will be more financially-friendly – will launch in Taylor’s “Lover Experience” pop-up shop in New York from August 23-25.