Sep 4, 2020
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Lourdes Leon fronts campaign for new Adidas by Stella McCartney collection

Sep 4, 2020

Stella McCartney’s latest collection for her Adidas by Stella McCartney line comes as it has unveiled its new advertising campaign, starring Madonna’s 23-year-old daughter, Lourdes Leon.

Adidas by Stella McCartney's FW20 campaign - Adidas

The young activist, who is an advocate for environmental and feminist causes, was also asked to choreograph and co-direct the campaign.

Showcasing two new drops, the Workout Wardrobe and Winter Capsule collections, the resulting imagery sees a handpicked group of new generation trailblazers captured in striking outfits and matching shoes.

Lourdes Leon worked with Brooklyn-based director Anna Pollack to shoot the campaign, where she is joined by artist Uzumaki Cepeda, dancer Lynnette Paz, drummer Anysia Kym Batts and performance artists Oumou Traore and Henry Chesley.

Adidas by Stella McCartney's FW20 campaign - Adidas

Leon, commented: “My generation is sensitive to the needs of each other and the planet, and the state of the world affects us. I have known Stella my whole life, and trust her sustainable vision for this versatile new performance collection with Adidas. It’s great because, for the campaign, Anna and I had the freedom to create something that reflects that authenticity, working with a collective of friends who support us and share our values – dancing and moving in harmony in the wild wetlands just outside of New York City.”

The collection comprises the Workout Wardrobe and Winter Capsule. The Workout Wardrobe launched on 20 August with pieces designed for three different workout intensities, while the Winter Capsule features weather-resistant outerwear and seasonal items and will be released on 17 September.

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