Published On: Tue, Jan 6th, 2015

Designer Stella McCartney Branches Out with Younger, Edgier Line

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British fashion designer Stella McCartney has collaborated with sports giant Adidas on a women’s range for the last decade, but is now branching out. Her Adidas StellaSport collection is aimed at a different kind of lady, one who is a little younger and more likely to wear the pieces for everyday life as well as when working out, Sunday World said.

“It takes the Stella girl from the campus to the club and finds a link in sport and technology without sacrificing style, ” she told WWD. “There are signature moments, like our new self-laced sneakers, that give individual personality. These pieces are designed to complement your life and be totally realistic that fashion and sport technology are here to stay as a huge part of our life and wardrobes, and this is the attitude we are shouting about.”

The collection includes clothes, shoes and accessories and will hit stores including Topshop and Nordstrom on January 15. It has a more youthful vibe than Stella’s previous offering and it’s also cheaper – pieces start at $20 with the most expensive being $100, Sunday World said.

Among the items are bras, tights, sneakers with built-in socks, knee socks and backpacks, and the clothing comes in a special cloth which dries quickly, the report said.

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It’s not the first time Stella has branched out from her tried-and-tested Adidas line. In 2012 she was confirmed as the creative director for the British Olympic team’s kit, Sunday World said.

The designer has discussed why teaming up with the sports brand was a no-brainer for her in the past, explaining she wanted to create pieces which encouraged people to work out with pride, the report said.

“Most people hide behind their black leggings for exercise and think the less people see of their work-out gear the better, but I find that a great kit encourages and inspires me to exercise. When you are wearing something stylish or cool you feel better when you are performing, and I have spoken to athletes who agree, ” she told British newspaper The Telegraph.

“It can give women the confidence to be themselves when they work out, too, and why not? Your gym kit should be afforded the same emotional and physical freedom as the rest of your wardrobe.”

The new collection will also be available on the Adidas website, the Grazia Daily said.

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