I also look at what we are doing for the ready-to-wear collection and try to translate some elements into what would make sense for a kids range, so that there is a connection between the two. But I also get inspired by some memories that I have as a child and try to incorporate a little of that in parts of the collection. My kids' collection is always inspired by the spirit and energy of kids in general. It’s about the bigger picture, about the future of our world and how we can help impact that. When we start each season at Stella McCartney, we ask ourselves, "How can we do this in a more sustainable, responsible, and environmental way without compromising on design?" In any other design industry – be it cars, architecture, technology – everything is being modernised, and I strongly believe that fashion – even if you are dipping into its history for inspiration at times – can be modernised in the approach we all collectively take. We owe it to ourselves and the industry to do more - because it's not only about designing clothes or accessories anymore, we must think beyond that. It's not “all or nothing”, it is about making an effort.
Everyone can do really simple things to make a difference and every little bit counts. Sustainability is important and it is about changing a mind-set. It’s important for me to say, "I’m not perfect" and that for me, it is about the principle. I use a lot of organic fabrics in the kids' collection, not only is it sustainable for the environment but it is also a way of protecting children from being exposed to too many chemicals, it's in a sense trying to provide a sense of purity. Especially in clothing for children, it is important to consider where the fabrics are coming from. What does sustainable fashion mean to you? And what are the day-a-day obstacles when working this way?Īs I try to do in everything I do, having ethics in the collection is also critical for me. We really admire how both your clothes and your company reflect your ethics.
Pieces that your kids will want to wear out on an everyday basis, but still special enough that you will want to hand down to your next child or your children’s children. But at the same time, I have had to think of what would appeal to other parents and children and create a collection that is not too precious, but yet sustains a certain quality.
Designing kids clothing is something quite personal to me because I’m a mother, so to be able to see my kids wearing something I’ve designed is very fulfilling. People kept asking me over the years when I would start my own kids’ line. I’ve wanted to do kidswear ever since I’ve had my own, and even a bit before. Stella, when did you first become interested in children’s fashion?