Stella McCartney: Leading British Fashion Towards Sustainability

Words: Emma Roberts
Featured Image: Stella McCartney

As consumers become more conscious of the environment, an increasing amount of Fashion brands have been embracing sustainability. As a champion of this positive movement, Stella McCartney has been pioneering sustainable and vegetarian fashion since leaving Chloe in 2001. Working against the grain of Fashion production, the Stella McCartney label has integrated sustainable values from the materials used to make her clothes, to the invitations sent out for her shows. Here, we look back at the progression of the label throughout the years to map their influence on sustainable Fashion.

 

In 2003, the first Stella McCartney perfume, Stella, was released as vegan friendly and not tested on animals.

 

In 2005, the brand announced its first organic denim collection.

 

2007 saw Care, by Stella McCartney released, a 100% organic active ingredient skincare range.

 

In 2009 Stella launched the McCartneys’ Meat Free Mondays initiative, encouraging people to forgo meat for one day a week to improve their health and reduce their carbon footprint.

 

In 2010, the brand went even further in its commitment to sustainable materials by stopping all use of PVC.

 

2011 saw the launch of an eco eyewear collection, using cutting edge technology to create plant-based resins and plastics.

 

In 2013 the linings of her iconic Falabella bags switched to recycled polyester, created from recycled plastic water bottles.

 

2014 saw the launch of the Clevercare initiative by way of fashion film, pledging that all future collections would feature the Clevercare logo as a reminder to consider the environment when washing and caring for clothing:

 

 

In 2016 all viscose used in Stella McCartney ready-to-wear became sourced from sustainably certified forests in Sweden:

Watch our film on deforestation

In 2017, the backdrop for the SS18 campaign was as much a statement about the environment as the clothes themselves. Shot on Mediterranean and Sardinian beaches, the campaign highlighted the importance of reducing plastic use and protecting our oceans:

 

Most recently, those lucky enough to receive an invitation to the AW18 show were greeted with a shiny package that said “I AM 100% COMPOSTABLE (& SO ARE YOU!)” and a pair of yellow socks produced from up cycled materials using zero water, chemicals, dyes or pesticides:

 

This step to step overview of the powerful choices Stella McCartney has made as a Fashion label illustrate the possibility of becoming a sustainable success. And so, whilst luxury fashion may be out of reach for many, a commitment to sustainability is not, and hopefully in the not too distant future we will see these innovative practices in our high street stores.