Wednesday, January 10, 2024
STANLEY/STELLA'S REVOLUTIONARY VISION OF FASHION
Textile
Are we entering a new era in fashion, one in which aspirations shape the future? If Stanley/Stella has anything to say, the answer is a resounding yes! At CTCO, booth 3L34, they will unveil their SS24 line, which is more than just your typical seasonal collection.
“Every time we challenge ourselves to create a collection better than the previous one,” says Stanley/Stella’s creative and design manager.
Two years ago, Stanley/Stella CEO Jean Chabert set himself a bold goal: to create the brand's best-ever collection by pushing the boundaries even further, not only in terms of innovation and quality , but also sustainability and customer proximity . Stanley/Stella embraced this challenge with enthusiasm, resulting in a collection they rightly call their greatest revolution to date.
A fashion resolutely turned towards the future
“We embarked on a journey to reimagine some key elements of our collection ,” explains Tamsin Cook, creative and design manager at Stanley/Stella.
The SS24 collection marks a significant milestone in this journey. The virgin clothing brand has taken a bold step by revisiting its most popular designs. It has modernized no fewer than 13 products, which together represent more than half of its turnover. Since the names of these iconic styles are well-known on the market, the brand has decided to preserve them with the addition of the 2.0 addition. Their Iconics 2.0 are characterized by modernized cuts, exceptional quality, vibrant colors, and excellent printability.
You might think that changing your best-sellers would be a significant upheaval in itself, but Stanley/Stella has gone even further. No less than two years of research and development have gone into this initiative. This isn't change for the sake of change, but a carefully planned (r)evolution. The result is a streamlined range in which each piece occupies a unique place.
Cook: “We added our Iconics Mid-Light line to meet the needs of our community by creating lighter products for warmer climates as well as apparel tailored to specific needs, such as music merch. Influenced by community voices, trends, and extensive research, our women’s line has also undergone a transformation that makes it truly future-proof.”
In this case, the phrase 'resolutely forward-looking' also translates into clearer, more streamlined communication about the available styles. "To make our range more easily understandable and better suited to effective communication, we've categorized our collection into Iconics 2.0, Iconics Mid-Light, Core, and Women," says Tamsin Cook.
From cotton seed to good care
Stanley/Stella stands out above all for its commitment to sustainability. A key example of this is its unwavering commitment to using 100% organic cotton. This commitment is evident in the Iconic 2.0 sweatshirts, now also made from 100% organic cotton. But at Stanley/Stella, sustainability isn't just about the materials; it's about creating clothes that last. The brand creates pieces that are built to last—and since all good things require time and loving care, it encourages its customers to care for their clothes with the same focus on quality and longevity. “Organic cotton is a natural fiber that evolves and ages over time. To maximize the lifespan of your clothes and preserve their beauty, we recommend washing them at 30°C, as well as avoiding tumble drying and ironing to preserve their original condition,” explains Stanley/Stella's creative and design manager.
Focus on community
The brand continues to put its community first, not only by listening to the desires of its target audience and effectively translating them into its collections, but also through the way Stanley/Stella involves its audience in its campaigns. In the SS24 campaign, you'll discover real personalities: innovators and changemakers whose stories resonate between the pages of the lookbook. No wonder the slogan for this new collection is 'inspired by you, for you'! Indeed, it's not just about the clothes, but also about those who wear them and those who make them.
Discover all Stanley Stella brand products at stand 3L34.