Stella McCartney Launches Most Sustainable Collection Yet
British fashion label Stella McCartney has launched its fall 2021 collection – the most sustainable yet, alongside a new campaign.
The ‘Our Time has come’ campaign features a fantasy of animals rewilding London, living freely among humans while wearing enduring luxury pieces. The campaign is also narrated as an ironic documentary by British comedian David Walliams.
The energetic collection is designed with 80 percent eco-friendly materials, which means it is the brand’s most enduring collection to date.
Stella McCartney revealed in a statement, “While this campaign is light, I wanted to address a serious issue: ending the use of fur.
“Whether sold here in the UK or cultivated around the world barbarism knows no borders and this effort is key to my life’s mission to bring awareness to the fashion industry.
“I am proud to partner with Humane Society International and help spread awareness of the incredible work they do – please join us in ending this horrible practice by signing their petitions now.”
To continue spreading awareness of Stella McCartney’s cruelty-free movement, the brand also hosted a rally of ambassadors wearing animal heads on June 16 at Piccadilly Circus in London.
Stella McCartney has not used leather, feathers, fur or skins in her products since 2001.