Stella McCartney: A Favourite Fashion Brand
Since its birth in 2001 by a designer of the same name, ‘Stella McCartney’ has been a pioneer in sustainable luxury fashion. As a brand that holds its values of ethicality and accessibility at the core of all its products and ventures, it finds the balance between contemporary couture and social responsibility.
The Future First
Stella McCartney proved its commitment to improving the fashion industry from the beginning, through its advocacy against real fur, feathers, and skin of any kind, this policy has grown into an exploration of upcoming practices within the fashion community, that has allowed for a more sustainable approach to design.
Beyond its design for clothes, the brand continues to apply its principles to every aspect of the business. From transparent and traceable supply chains and ecologically powered stores to the production of an Environmental Profit and Loss report each year, Stella McCartney can only be described as showing a firm awareness of its impact as a global brand.
Using its power as a global brand it provides voices and platforms to smaller organisations providing vital work within the climate crisis. In 2017 Stella McCartney collaborated with the marine protection organisation Parley which transforms plastic ocean waste into thread and yarn, this produced the Adidas by Stella McCartney Parley UltraBOOST shoe, the first of its kind. Through the brand’s ability to adapt and integrate the ever-changing technological innovations within fashion, it was able to partner with Bolt Threads, a bio-fabrication company creating faux leather from mycelium. This resulted in the production of the world’s first vegan Mylo leather garments and became the core material for the best-selling Falabella bag. Stella McCartney’s choice to work alongside innovative start-ups allows for the further development of new sustainable design practices which may be critical to the future of fashion.
Change the History
Today, the brands SS23 show posed the question ‘How can we change the history?’ and in a Vogue interview creative director and founder Stella McCartney elaborates on this query, stating “I want to look back at my history and redefine where I started and where I am now and what the next Stella looks like.” As a brand, Stella McCartney continues to embrace its history by revisiting its past styles and practices with a new sustainable approach, showing its awareness of past mistakes and willingness to change for future needs, awarding itself ‘A Favourite Fashion Brand’.