Future of Fashion: An innovation conversation with Stella McCartney launched in Shanghai
During Shanghai Fashion Week, Stella McCartney held the "Future of Fashion: An Innovation Conversation with Stella McCartney" exhibition for the first time in Asia, and showcased the global runway debut of her 2024 Spring Ready-to-Wear collection, which perfectly closed this season's Shanghai Fashion Week. This was also the first time since 2019 that the British luxury fashion designer brand returned to Shanghai to expand and promote sustainable and environmentally friendly pioneering concepts.
The fourth “Future of Fashion: An Innovation Conversation with Stella McCartney” exhibition was held at the Zhong’an Meifeng Building in Shanghai and was open to the public from October 17th to 22nd. This exhibition continues the creativity of the Paris Fashion Week 2024 summer show, bringing Stella McCartney's Sustainable Market's six stalls to Shanghai. It invites guests and the public to experience the brand's most environmentally conscious product line and sustainable material innovations. The constantly updated touring installation fully utilizes Stella McCartney's sustainable achievements to inspire more future-oriented initiatives.
The current exhibition focuses on showcasing six innovative materials that the brand has newly adopted: MIRUM®, Uppeal™, VEGEA®, Bananatex®, SOKTAS recycled cotton, and forest-friendly viscose VISCOSE. Other brand-related activities held during the same period include the Donghua University recycling workshop, which injects new vitality into Stella McCartney's products. In addition, the exhibition invites five local designer brands, 8ON8, Bad Binch Tong Tong, CHEN PENG, Oude Wang, and Shie Lyu, to bring their sustainable representative works to the exhibition area to dialogue with Stella McCartney's sustainable market in the same space and time.
