Stella McCartney has always been at the fore-front of pioneering the sustainable sides of the fashion industry and you must always give credit where credit is due.
McCartney is by far, an exquisite example of an ethically based fashion brand which goes above and beyond in producing garments made from re-engineered cashmere, ethically sourced wool, organic cotton and recycled textiles. She and her company are paving the way into the future like many other brands; creating lines of cruelty-free wear while saving our local planet. Pioneering basically comes in the name and we are here for it!
With beautiful clothing comes beautiful values, values that respect the environment and pursue sustainable pathways to a company with a much smaller carbon footprint.
One thing is for sure, Stella McCartney has pioneered the fashion world in the direction we all ought to be heading in. Sustainability is sitting front row of every fashion show, and is seen to be at the fore-front of almost every brand's campaign.A brand such as Stella McCartney, which is "committed" to producing responsibly sourced materials and fabrics, taking accountability of the actions of other large, international fashion houses, that are still skinning innocent animals for the highest quality produce.
Let’s take a stroll down the timeline. After launching in 2001, the brand has never used any materials such as leather, feathers, fur or skin since the first day they opened. Well ahead of the times, McCartney knew what she wanted to achieve with this mindset, knowing the environmental and Crue impacts that the fashion industry continues to have on all walks of life. According to their website, in 2008 the company started to incorporate organic cotton into their practices, including sustainability in even the most unthinkable places for other businesses such as Shein, H&M or Urban Outfitters. Even small steps such as this leads to another level of appreciation from the public and buyers who are interested in adapting to more of a sustainable market. Cutting forward to 2014, this is when all of the packaging became more ethical for the environment and because "certified sustainable".
They are committed to "create luxury fashion that does not compromise on desirability or sustainability". The reason why the public buy designer items is primarily down to the stigma that the given brand has around them, not always involving the materials or craftsmanship. In the case of Stella McCartney, the brand holds the world of fashion by the throat, working with recycled cashmere, faux fur, forest fibres and vegetarian leather while not impacting the customer base. It goes to show that sustainability is not going to affect a brand, it just helps the planet, as well as increasing brand reputation and respect.
"Stella x Greenpeace" hit the market in early 2021 with a line of limited-edition clothing made to aid the Greenpeace campaign against deforestation and industrial agriculture. They claim that the designs of the clothing take indications from past "eco-activists" with the hints of white marble and pastel blue lying underneath the green leaves. However, the real eye-catchers are the embellished expressions such as, "Save the Planet" and "Save the Amazon". It is beautiful to see such a massive separation taking their time to address the real worries in the world, the planet itself. If other companies followed in the footsteps of Stella McCartney, we would see a great difference in the progression of the fashion industry, an increase in wildlife population, and diminishment in animal cruelty.
Stella McCartney is paving the way for more brands to follow, showing that it really isn't that hard to create something stylish, beautifully and with grace to the planet that supports us. An inspiration to say the least and someone who isn't afraid to show it.
As most of you know, sustainability is very important to us here at Ästhetik Magazine, we strive to bring you the best and most niche companies out there for you to discover. Especially at this time as the world is struggling to keep itself going and smaller companies such as some of these need a lot of help in not only sustaining the earth, but also themselves.
The pandemic has affected many around the world and in order to help, we wanted to express our thoughts on some amazing companies which have made our shortlist. Of course, there are many designers which we would have wanted to represent in this post as well, so be sure to look around and find somewhere which suits you best.
So stay safe, and don't forget to wear a mask. Protect yourself and those around you... in-style of course! Make sure you check us out over on Instagram @asthetikmagazine and follow us on our journey as we bring you everything ästhetik! <3
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