AOI YAMADA
To celebrate the release of its Summer 2022 campaign, which is based on the idea that "mushrooms connect us," Stella McCartney will launch a series of activations that intertwine various stories related to mushrooms and fungi.

In this activation, people from all walks of life around the world will create exclusive content on the theme of the infinite possibilities of mushrooms and fungi. Cooking videos using mushrooms will be released, featuring world-renowned French chef Raymond Blanc and chef and writer Sophia Roe. Participating from Japan will be dancer Aoi Yamada and vegan food creator YOKO from SUNPEDAL. Aoi Yamada created a video set in a park she visited privately, with a background soundtrack of a mix of sounds she recorded while mushroom hunting. She handled all of the sound and video editing herself. YOKO from SUNPEDAL will demonstrate creative mushroom dishes in her own studio, which is her base of operations.

SUNPEDAL YOKO
A comment from Aoi Yamada─
"While we fight against fungi, we cannot live without them and must coexist with them. The video expresses the enjoyment (coexistence) of the world of "mushrooms."

A comment from SUNPEDAL YOKO─
"I am vegan myself, and as someone who works creating vegan food, I believe sustainability is something that is close to home in everyday life. For that reason, I made a new discovery while thinking up mushroom recipes inspired by the collections of Stella McCartney, a pioneer in sustainable fashion who is in a different genre but is also heading in the same direction."

Mushroom Tartine by SUNPEDAL YOKO
Like the campaign, the hope that mushrooms and fungi bring as a revolution in sustainable fashion is reflected in the Frayme Mylo™ bag, which debuted on the Summer 2022 runway. The bag is crafted from 100% vegan Mylo™ mushroom leather, made from mycelium, the infinitely renewable underground root system of fungi. Created in partnership with Bolt Threads, the bag is the luxury brand's first bag made from Milo™ and will be available in limited quantities in late 2022.

As always, the Summer 2022 collection is entirely free of animal-derived materials like leather, feathers, and fur. Instead, it features a variety of eco-friendly materials, including recycled polyester, recycled elastane, regenerated nylon, organic cotton and linen, forest-friendly viscose, traceable wool sourced from farms committed to regenerative agriculture, solvent-free PU, Altermat, recycled fibers made from wood pulp and cotton waste from garment production, Refibra™ jersey, cupro, and organic cotton denim dyed with Recycrom™, a dye made from upcycled textile waste. A series of global activations for the Summer 2022 collection will be rolled out sequentially on Stella McCartney's official digital platforms starting in late April. Additionally, recipes and cooking videos by SUNPEDAL's YOKO will be available on stellamccartney.com from April 27th.



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