Stella McCartney has launched her most sustainable collection ever, following her trip to the G7 to push world leaders on incentivizing sustainable enterprises. She has launched the "Our time has come" campaign, shot by Mert & Marcus and accompanied by a "mockumentary" narrated by British comedian David Walliams.
The lighthearted advertisement depicts "a fashionable dream of animals rewilding London, living freely and taking their places amongst people" while wearing sustainable luxury goods that represent the McCartney A to Z Manifesto's "J is for Joy."
It sends out a message of animal equality and backs Humane Society International's (HSI) campaign petitions to put a stop to the fur trade in the UK and throughout the world. While fur farming has been prohibited in the United Kingdom since 2000, HSI wants to see fur sales prohibited entirely.
Stella McCartney said while this is a lighthearted campaign, she wanted to raise awareness about a serious issue: stopping the usage of fur. Barbarism has no borders, whether it's marketed in the UK or farmed around the world, and this work is crucial to her life's objective of bringing consciousness to the fashion business. She felt honored to work with Humane Society International and to help raise awareness about the wonderful job they do.
President of Humane Society International, Jeffrey Flocken, said they’re thrilled to partner with Stella McCartney on this exciting new initiative calling for a global end to fur cruelty. Stella McCartney's inspiring leadership on fur-free fashion is second to none, so they are thrilled to work with her on this exciting new initiative calling for a global end to fur cruelty. For the fur trade, millions of animals in fur factory farms suffer deprivation and suffering, while animals captured and drowned in the wild also suffer brutally — all for fashion items that no one needs. They're proud to join Stella McCartney and her celebrity supporters in declaring that fur is no longer acceptable.
Stella McCartney's AW21 collection is made up of 80% recycled materials, making it the most environmentally friendly collection the British fashion brand has ever produced. The famous Falabella, exaggerated as an enormous Maxi version, and the Frayme, a bold new style remixing famous brand codes, are both vegan bags.
The unveiling follows McCartney’s trip to Carbis Bay to persuade G7 leaders to raise awareness of fashion's environmental effect, explore incentivizing firms to be more sustainable, and invest in sustainable suppliers.
McCartney said that over 60% of the positive work she does is in how they source their raw materials. In the fashion sector, they generally utilize the same number of materials, and they utilize a lot of animal products. Hers is a non-cruelty-free company. One of the most detrimental aspects is animal agriculture in the fashion business, as well as how many trees are cut down in the rainforest, how many resources are used, and so on.
McCartney stated that she would bring her sustainable suppliers' names to the attention of the G7 leaders in order to urge them to invest in them and enable sustainable practices to be scaled up.
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