Renowned fashion designer Stella McCartney recently made waves in the fashion industry by speaking out against the lack of genuine environmental concern and the prevalence of eco-friendly messaging being used as a mere marketing tactic. In an interview with Wired UK, McCartney expressed her frustration, calling out the industry for prioritizing profits over the planet. She boldly stated, “Ninety percent of the environmental issues that are mentioned in the fashion industry are based around marketing. They’re not heartfelt. They’re not really genuine.”
Despite the industry’s shortcomings, McCartney has been leading by example with her own fashion label, ensuring that it aligns with eco-friendly principles. One standout example is the vegan version of the iconic Adidas Stan Smith trainers, a project McCartney championed and successfully brought to fruition. She proudly commented, “We pushed to get it vegan and they let me. And we did it. I’m so proud. That is the future.” Additionally, McCartney’s high-end Loop sneaker is entirely recyclable, showing her commitment to sustainability through innovation.
In her design process, McCartney places a strong emphasis on sustainability over purely aesthetic concerns. She sees technology as a vital component in shaping the future of the fashion industry and aims to position her brand as a leader in combining sustainability and innovation. McCartney believes in creating designs that are not only visually appealing but also desirable and long-lasting. She asserted, “If I don’t design things that are desirable and sexy, and a must-have for people, then it just ends up in landfill anyway.”
McCartney’s dedication to sustainability goes beyond her own brand. Her collaboration with Claire Bergkamp, the Worldwide Sustainability & Innovation Director, highlights the need for greater recycling efforts in the fashion industry. Bergkamp shared a shocking statistic, revealing that only 1% of clothing is recycled back into clothing, leading to a significant amount of waste.
For those interested in learning more about McCartney’s sustainable fashion practices and her vision for a more environmentally conscious future in the industry, the upcoming January/February 2019 issue of Wired UK will feature the full interview with Stella McCartney.
To learn more about Stella McCartney’s sustainable fashion initiatives, visit Stella McCartney’s Sustainability. For insights into sustainable fashion practices and innovation in the industry, check out Business of Fashion’s Sustainable Fashion Insights.
