Stella McCartney has proven to be more than a sound bite for Sustainability in Fashion which sets her apart from those who merely aim to appease a generation by driving their carbon footprint down without addressing changes to their product. Recently speaking at an LVMH event, McCartney, a pioneer in environmental responsibility in the fashion industry in terms of both design and procurement, explained her motivations for adopting this approach and discussed her role as special advisor to Bernard Arnault and LVMH on sustainability issues.
Since launching in 2001, the Stella McCartney brand has been deeply rooted in its dedication to being a responsible and modern company taking responsibility for the resources it uses and the impact it has on the environment. As a vegetarian brand, the brand never uses leather, fur, skins or feather in any products for both ethical and environmental reasons, setting a standard for the use of alternative materials. Supporting circularity, the brand is embracing new business models that will transform how clothes are produced, sold, shared, repaired and reused; promoting long lasting product with extended use to reduce environmental impact and help slow down the amount of natural resources currently being cultivated and extracted from the planet for fashion.
The #StellaWinter19 campaign film, includes a reading from renowned British environmentalist Jane Goodall of an emotive poem by author Jonathan Safran Foer. Written exclusively for the campaign, the poem features poignant statements reminding us of the ironies and truths of everyday life and what is truly important.
“Here is where we are born without choosing to be born, but then choose how to live. Here is where we have our long moment, where we cannot help but leave things differently than how we found them, and have the choice to leave things better. Here and only here are we home”
The supporting social media campaign also includes a series of “how to save the world” videos, sharing information and contributing to the conversation around the climate crisis with a touch of Stella’s irreverence.
Starring a cast of change agents, including Extinction Rebellion and Amber Valetta, it’s a call for positive planetary change from the beautiful Welsh coast. In a time of climate crisis, action is more important than ever.
Stella McCartney Creative Director | Stella McCartney
Director | Johnny Dufort
Director of Photography | Deepa Keshvala
Models | Amber Valetta, Emma Laird, Chloe Pearson, Chu Wong, Trinity Hill, Deya Ward, Ruby Munslow & Tori Tsui
Narrator | Jane Goodall
Poem | Jonathan Safran Foer
Stylist | Stella McCartney
Hair | Gary Gill
Makeup | Thomas De Kluyver