Stella McCartney launches luxury live-stream shopping platform

Global – Stella McCartney has introduced Shop With Stella, an interactive shopping event co-hosted by actor Eva Mendes and powered by Swedish video commerce platform Bambuser.

Streamed on 22 September from a fictional HQ dubbed Stella Corp, the QVC-style show blended live product demonstrations, real-time Q&A and instant shopping.

By weaving storytelling with community, the brand is engaging an emerging luxury demographic.

Digital engagement is increasingly central to growth, with consumers expecting interactive, personalised experiences that go beyond static content. According to Bain & Co’s latest Luxury Goods study, digital engagement and younger consumers are driving the industry’s next wave of growth.

Our report The Future of Live Shopping highlights how social commerce is evolving into a key strategy for building authenticity and connectivity between brands and buyers. For luxury fashion, this reflects a broader industry shift towards entertainment-led retail experiences.