A new chapter for luxury engagement as Stella McCartney, in partnership with Swedish tech innovator Bambuser, debuted an exclusive live video shopping experience: Shop With Stella: Winter 2025. This event didn’t just represent another celebrity-helmed campaign—it marked a strategic leap for luxury into the emergent world of interactive, shoppable livestreams.
Live Shopping, Luxury Style
The livestream event saw Stella McCartney and actor Eva Mendes co-host a first-look showcase of the Winter 2025 collection. True to the brand’s ethos, the event merged editorial storytelling, digital interactivity, and an access-all-areas feeling that brought the audience closer to both the creative and ethical heart of the label. McCartney explained that live-stream shopping is moving beyond mass retail into the high-end space, and their collaboration with Bambuser focuses on creating digital intimacy while telling deeper stories around sustainability and style.
Bambuser’s platform enabled:
- High-quality, multi-angle editorial video
- Real-time Q&A and shopper engagement
- Direct shoppability, letting global viewers click and purchase runway looks immediately.
Eva Mendes, who has collaborated with Stella McCartney on prior campaigns, added excitement and broader appeal for Gen Z and millennial shoppers—the very consumers luxury brands are eager to court as preferences shift to digital-first marketplaces.
Innovation with Purpose
Eric Eichmann, CEO at Bambuser, emphasized, “Live video shopping brings storytelling, interactivity, and emotion to the forefront – We’re incredibly impressed by the Stella McCartney team’s vision and are proud to support them as they begin this exciting new chapter in their video commerce journey.”
This wasn’t a TikTok-style rapid fire sale. Instead, the show embodied luxury sensibilities:
- Editorial direction reminiscent of a short film
- Conversations about craftsmanship, sustainable material innovation, and the heritage of each piece
- Runway-to-closet exclusives and archive drop previews—directly from designer to consumer.
Fashion tech journalists observed that this format allows brands to merge exclusivity and accessibility, transforming once-exclusive runways into interactive experiences for global audiences.
Impact on the Industry
The collaboration arrives at a moment when US live commerce market is forecast to more than double by 2026 and peer platforms like Whatnot have hit billions in GMV in 2024—clear signs that real-time, video-powered shopping will be part of luxury’s digital playbook going forward. Competitors from Zara to eBay are also experimenting, yet Stella McCartney x Bambuser executed a uniquely high-touch, high-value experience aligning with luxury shoppers’ desire for meaning, not just merchandise.
Industry insiders predict that if luxury can adapt live formats to highlight storytelling, heritage, and craftsmanship, they will not only capture Gen Z but also reshape how prestige brands are experienced and collected online.
The Future of Luxury
For Stella McCartney, the project reinforces its leadership in sustainable fashion and its commitment to creative reinvention. As McCartney stated during the event, their customers care deeply about how things are made and the stories behind each collection. Through live, interactive shows, they can educate, entertain, and connect, all while making shopping fun and meaningful.
Live audiences and on-demand replays were strong, with early data showing high engagement rates, long dwell times, and prominent millennial and Gen Z participation. The performance aligns with broader research suggesting live video shopping boosts conversion, engagement, and loyalty for forward-thinking brands.
