Stella McCartney Launches Most Sustainable Collection Yet & Campaigns To End Deadly Fur Trade

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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 CO2e.

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.

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 together please join us in ending this horrendous practice by signing their petition now

Stella McCartney

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 a 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.

In a press release seen by Green Queen, McCartney shared more about the message she wanted the campaign to impart. “While this campaign is light-hearted, I wanted to address a serious issue: ending the use of fur. Whether it 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.”

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, HIS’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.

Stella McCartney guerilla gathering at Piccadilly Circus. Source: Stella McCartney

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

Jeffery Flocken, president of HSI

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 Prince of Wales has developed three initiatives that it presented to G7 leaders: a tool that can drive finance and investment from the private sector to the highest priority sustainability projects; suggestions from business experts on the Market Signals and potential government policy facilitating private sector support for a green transition; and 10 Terra Carta Transition Coalitions that will work towards sustainable investment and call for the industry to act towards transition across ten of the top polluting industries.

The Prince of Wales said of its toolkit: “We have a potentially game-changing opportunity to drive forward the partnerships between government, business and private sector finance that are absolutely vital if we are to win the battle to combat climate change and biodiversity loss unless we deploy private sector resource, innovation and finance more effectively, we just don’t stand a chance.”
 
U.K. Prime Minister Boris Johnson added that halting climate change and reversing biodiversity loss will need every inch of society and economy to work together from shipping to aeronautics and banking. “The private sector has a vital role to play in accelerating the shift to clean, green technology and creating the jobs of the future, and I’m delighted to see so many major companies coming together under the Prince of Wales’ initiative to support that endeavour. I will be putting the climate crisis front and centre of the G7 Summit in Cornwall this weekend, as we work together to build back better and greener from the pandemic.”

Read: None Of The G7’s Leading Stock Indexes Are Aligned With Paris Climate Goals, Says New Research

Sign the petition to end cruel and deadly fur farming worldwide.


Lead image courtesy of Stella McCartney.


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