Stella McCartney’s new Pre-Fall 2021 collection promises to be its most sustainable collection to date, with 80% of the products created from eco-friendly materials. It even launched a campaign ‘Our Time has Come’ to highlight the message of animals as equals and to raise awareness about the cruelty inflicted on them for fur and leather in the fashion industry as well as the environmental impacts of this process.
Titled ‘Stella Sustainable’, 80% of the collection is made from materials such as recycled polyester and elastane, organic cotton and linen, responsible and traceable wool, ECONYL regenerated nylon, solvent-free PU, aluminium and stainless steel chains with PVD coatings, sustainable beech wood and repurposed old stock fabrics.
The range features skiwear developed from soft recycled polyester Teddy Mat and Alter Mat vegan leather with other apparel made from forest-friendly viscose dresses, recycled nylon jackets, organic cotton jersey, organic cotton patchworked trousers, oversized Koba Fur Free coats.
All shoes and bags in the collection are both vegan and cruelty-free, such as the sustainable Loop sneaker, the iconic Elyse platform shoe which has a Trace Clog and Air Slide capture with Fur Free Fur linings, and the iconic Falabella chain which includes cruelty-free bags and heeled boots.
According to the fashion house, had it chosen to use calf leather from Brazil for its Falabella handbag, the process would have impacted 1,173 hectares of land, used up 19 million litres of water and released 8,528 tonnes of CO2.
By producing the handbag from the alternative ‘shaggy deer’ fabric, the brand estimates it has saved the lives of over 400,000 cows. The lining in the bag has helped prevent 1 million bottles from ending up in landfills and since 2012, Stella’s total recycled polyester usage has diverted 4 million bottles from landfills.
In support of Humane Society International’s (HSI) campaign to end the cruel fur trade both globally and in the U.K., Stella McCartney launched the “Our Time has Come” campaign and created a film along with renowned fashion photographer duo Mert & Marcus featuring models wearing animal heads, living and taking their place in the human world.
“While this campaign is light-hearted, I wanted to address a serious issue: ending the use of fur. Whether fur is being sold here in the U.K. or farmed globally, barbarism knows no borders and this effort is key to my life’s mission of bringing conscience to the fashion industry. I am proud to partner with Humane Society International and to help raise awareness of the incredible work they do. Please join us in ending this horrendous practice by signing their petition now,” said Stella McCartney.
The house calls on people in the fashion industry and across the globe to sign HSI’s Stop Deadly Fur (North America, Europe, Asia) petition calling on all countries to ban fur farming and in the UK, HSI’s Fur Free Britain petition urges the government to ban the import and sale of fur and have plans to carry out a huge activation in London’s Piccadilly Circus, to call on more people to sign the petition.
President of HSI, Jeffery Flocken said: “Stella McCartney’s inspiring leadership for fur-free fashion is second to none, so we are thrilled to partner with her on this exciting new initiative calling for a global end to fur cruelty. Millions of animals on fur factory farms endure deprivation and pain for the fur trade and animals trapped and drowned in the world suffer terribly too – simply for fashion items no one needs.”
The environmental protection minister of Israel, Gila Gamliel signed an amendment banning the sale of fur in the fashion industry, thus making Israel the first country to do so.
Apart from this, Stella was invited by the Prince of Wales as part of his Sustainable Markets Initiative at the G7 Summit that saw the participation of 300+ CEOs and where she represented the fashion industry and discussed policy change and issues that lie within this industry. The G7 summit in Cornwall, England called for “coordinated action to tackle climate change.” The group is known as the Coalition of the Willing, which manages a total of $60 trillion.
“I am honored to represent the fashion industry today, one of the most polluting in the world. My goal is to drive change, encourage investments and create lasting difference through incentives supporting the next generation,” McCartney said.
“I hope the G7 Summit will translate our message into policies bringing us closer to creating a cruelty-free society that is kinder to all creatures, Mother Earth and each other,” she added.
McCartney urged leaders to consider doubling down on laws or regulations in the fashion industry that would force designers and brands to not only think more sustainably but also to act upon it. “I’m really here to ask all of these powerful people in the room to make a shift from convention to a new way of sourcing and new suppliers into the fashion industry,”
Reference:
Joe, T. (2021, June 16). Stella McCartney Launches Most Sustainable Collection Yet & Campaigns To End Deadly Fur Trade. Green Queen.
Allaire, C. (2021, June 13). Stella McCartney Made an Impassioned Call for Sustainability in Fashion at the G7 Summit. Vogue.