At British label Stella McCartney, sustainability and commercial viability work in tandem to create an international luxury behemoth with a keen sense of social responsibility.
THE WORLD OF luxury is intrinsically linked to exotic furs and supple leather and its runway venues have long been the chosen grounds of protest by environmental activists. The call for action, till recent years, has largely gone unheard by the fashion industry. A rarity amongst her set, British designer Stella McCartney has grounded her eponymous label in the ways of ethical fashion.
“I grew up as a vegetarian, [on] a farm in the countryside and sustainability just stemmed from the fact that it made complete sense. I am in fashion and I do not use leather, fur or PVC. This is unheard of,” revealed Stella McCartney in an e-mail interview with T Singapore.
The namesake label, since its launch in 2001, has sidestepped the conventions of luxury, detaching from its frivolity and instead, driving forth a environmentally conscious and sustainable lifestyle. “I was always told that I’d never have an accessories business because people associate leather with luxury. But I am approaching it in a different way. We are the only luxury house providing this kind of product and proving it is doable,” said McCartney.
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