This project proposes StellaSleep, a zero-waste bedding capsule collection designed as a lifestyle extension for Stella McCartney. Built around the brand’s sustainability ethos and aligned with UN Sustainable Development Goals, the concept explores how Stella McCartney could expand into luxury home products while maintaining its commitment to ethical production. The project includes a full brand audit, competitor analysis, consumer profiling, and strategic planning, followed by the development of a sustainable product range made from eco-friendly materials such as Tencel and responsibly sourced alpaca wool. The proposal is supported by a multi-channel campaign targeting Gen Z, including digital activations, social media content, website mockups, and experiential offline marketing such as pop-up cafés.