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Stella McCartney: Fashion Storytelling via Digital Signage

During Paris Fashion Week, Stella McCartney placed a bunch of screens like trees next to the catwalk. What sounds like a jumble of technology wonderfully conveys the message of the collection.

Stella McCartney’s latest ready-to-wear fashion show took place in a greenhouse: The catwalk ran through a light-flooded building with high glass walls. Screens draped like neat plants separated the audience blocks, displaying breathtaking landscapes. A female voice appeared from out of nowhere, introducing herself as Mother Earth. Her speech off the show with the words “It’s about fucking time,” before the first model appeared.

With this digital signage production, the British designer not only built up suspension for her show, but also introduced the motto of her ready-to-wear collection for autumn/winter 2024/25: responsible fashion. She used 90 per cent responsibly sourced resources for the pieces and experimented with a leather substitute made from grapes. The different sized, almost jumbled screens were the ideal medium for this storytelling. The audience heard and saw the message from all sides. A large, dominating video wall would not have had the same subtle, engaging effect.

Here’s the video of the show:


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Purses Made from Grapes and Screens Made from Recycled Plastic

The screens, totaling 43, were borrowed from Sony, utilizing the Bravia BZ40L and BZ30J product ranges. Stella McCartney explains the collaboration stemmed from a shared commitment to environmental consciousness, stating, “We are always looking for more conscious innovation and technology in everything we do here at Stella. Sony’s vision of sustainability aligns with our own, which makes for a natural collaboration on our Winter 2024 runway show.”

Stella McCartney is known as a progressive luxury brand, being one of the first to completely eliminate fur and leather from collections. Similarly, Sony has taken a stance with its self-developed plastic alternative, Sorplas, claiming a 60 percent reduction in the use of virgin plastic in devices like displays.