Stella McCartney - High & Ethical Fashion

High fashion can be environmentally friendly, elegant and sexy. Today, more and more designers and fashion companies are showing this. The way to Ethical Fashion requires rethinking at all levels

stella mccartney collection 2019
Stella McCartney's 2019 Spring Collection

Sustainability and high fashion initially sound paradoxical. They were long terms that did not match and fair fashion was often labeled as “eco”. But more and more consumers are questioning the label on their clothing and the manufacturing process behind it. Many designers who produce luxury fashion under ethically correct conditions show that ethical fashion can also look very different.

A McKinsey & Company report, The State of Fashion 2019, identifies sustainability as one of the ten mega trends in the fashion industry. At the same time, however, it also represents one of the greatest challenges. According to the study, the path to sustainability primarily involves greater transparency and openness on the part of the fashion groups.

stella McCartney

Image source & copyright by Stella McCartney

"Sustainability is developing from a marketing instrument to the center of innovation for fashion & design"

The study states that in the future the principles of Recycling be an integral part of all business processes along the value chain. Labels that implement this will benefit from increased efficiency and a loyal clientele. In today's fast fashion, sustainability is becoming one of the most important aspects of differentiation in the marketplace.

Why many slow fashion labels have not heard much yet?

Slow fashion is quiet and it is difficult to make your voice heard. Many labels are start-ups, their complex production processes and strict ethical principles are very costly and time-consuming. This leaves little time and budget for global marketing campaigns. A rethink on the part of consumers is also necessary. Reduced fashion cycles have to find more acceptance, towards a timeless fashion mindset.

One that has already made it and established itself in the fashion industry - as a pioneer in green fashion - is Stella McCartney

Vegan sneakers meet innovation: Stella McCartney

Image source & copyright by Stella McCartney

The daughter of the world-famous Beatles member is a strict vegan and therefore does not use any animal ingredients in her collections. She was the first to show that sustainable high fashion is possible. Industry experts predict the British will face a lot of headwind, as luxury fashion is impossible without leather and fur. But the customers decided differently and with their loyalty helped to build a luxury fashion group with a focus on sustainability. With 53 independent stores, it is now an internationally established brand.

Stella McCartney and her actions for a better world

Stella McCartney's commitment to sustainability is not only part of the brand ethos, but runs through all corporate processes. The focus of her philosophy is respect for people, nature and animals. The environment should be protected by conserving natural resources and using only renewable materials. Regenerated cashmere, vegetarian leather, sustainable viscose, revolutionized silk are just a few of the innovations the company has developed.

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