Director: Femke Huurdeman @femkehu | Photographer: Chus Anton @chusanton | Production: Canada @lawebdecanada
Inspired by the iconic Beatles film ‘Yellow Submarine,’ Stella McCartney launches the ‘All Together Now’ collection—featuring scenes, motifs and graphics from the film across womenswear, menswear and kidswear. Digitally remastered for its 50th anniversary last year, the film is a psychedelic adventure through a colourful world that brings people together with love and music, sending a message of togetherness that is as important in today’s political climate as it was when it was originally released. Stella’s personal connection to the film’s legacy inspired her to celebrate this message through the collection and its upcoming campaign, spreading this statement of unity to a modern audience and encouraging them to be agents for change.
Stella says of the collection: “I recently went to a screening with family and friends for the digital relaunch of ‘Yellow Submarine’. I hadn’t seen it since I was young, and honestly it blew my mind. It affected me in a way I just wasn’t expecting. Especially this idea of connecting people and bringing people together—politically this message has never been more relevant. So, I came out and I was like ‘I have to do something.’”
The prints shown on the RTW clothes depict key scenes, motifs and graphics from the ‘Yellow Submarine’ film by the incredible graphic designer Heinz Edelmann, and the collection also features super cool accessories such as Yellow Submarine guitar cases, trainers, handbags, record cases etc. The collection runs across the womenswear, menswear and kids categories, so it really is All Together Now.
A standout representation of this is seen on knitwear and jersey pieces for women, men and kids, embroidered with “All Together Now” slogans in multiple languages—a scene taken directly from the film. This message of togetherness appears again as “all you need is love” and “love, love, love” motifs punctuate outerwear and shirting.
For men, pop-art portraits of The Beatles are posterised to create bold patches on outerwear and are reimagined as graphic intarsias on knitwear. A full-length black coat is covered with individually embroidered patches—an eclectic and celebratory statement. Bold stripes across Savile Row tailoring, trousers and jackets are more subtle nods, inspired by the marching band uniforms in the film. Kidswear is a playful take, with fun Beatles graphics, bright colours and yellow submarine motifs throughout.
The link between menswear, womenswear and kidswear is an important connection—something that Stella considers in all of her collections. Stella says of this connection and the aesthetic:
“The colours and the psychedelia and the patterns and the prints! It translated effortlessly into the ready-to-wear. It’s an emotional and authentic collection and it really crosses over.”
Staying true to Stella McCartney’s commitment, sustainability is reflected across all three categories of the ‘All Together Now’ collection, with the message behind the collection encouraging a collective effort to save our planet. Sustainable materials in the collections include: Organic cotton jersey and denim, regenerated cashmere, ECONYL® recycled nylon and sustainable viscose, with the introduction of a new 100% recycled cotton Breton.
‘All Together Now’ is part of Stella McCartney’s Autumn 2019 collections and will be available in Stella McCartney stores and online, and on Farfetch.com from the 8th July, followed by further selected wholesaler partners worldwide from 15th July. A supporting digital campaign and marketing activities will be launched in the summer.