Stella McCartney has never used leather, fur or feathers in her clothing collection since she launched her fashion business in 2001 but now her brand has become even more sustainable.
Her latest collection for autumn 2021 is made with 80% eco-friendly materials. It features vegan bags including the iconic Falabella in an oversized maxi edition and the Frayme, a new style “remixing classic brand codes.”
In celebration of the launch the brand launched a campaign “Our Time Has Come” and organised “guerrilla gathering” at Piccadilly Circus in London where brand ambassadors were wearing animals heads in support of Humane Society International’s Fur Free Britain campaign.
The brand aims to raise awareness of the animal cruelty-free movement and spread the message of “animals as equals.”
Stella McCartney said: “While this campaign is light-hearted, I wanted to address a serious issue: ending the use of fur. Whether it is being sold here in the United Kingdom or farmed globally, barbarism knows no borders and this effort is key to my life’s mission of bringing a conscience to the fashion industry.
“I am proud to partner with Humane Society International and to help raise awareness of the incredible work they do – please join us in ending this horrendous practice by signing their petitions now.”
You can help Humane Society by singing the letter calling on the government not only to retain a UK import ban on cat, dog and seal, but also establish a sales ban of fur. Sigh the petition here.