June 14, 2021: When I think of the leading sustainable fashion brands making an impact, Stella McCartney is one of the first to come to mind. The eponymous designer (whose label has been vegetarian for 20 years), continues to vehemently champion sustainability as a pillar of the brand’s main focus. Over the weekend, June 11 to be exact, the McCartney represented the fashion industry as a part of Prince Charles’ Sustainable Markets Initiative. The event in Cornwall was attended by world leaders, including President Biden and First Lady Dr. Jill Biden.
Following her A to Z Manifesto collection for Spring-Summer 2021, the designer released her Pre-Fall 2021 Collection today, June 14, inspired by ‘J is for Joy.’ McCartney presented the 80 percent eco-conscious collection (the most sustainable for the brand) in a parody campaign directed by Mert Alas and Marcus Piggott and narrated by comedian David Williams. The film took the form of a nature documentary following fashionable animal models covering every facet of the animal kingdom walk among humans on the streets of London. The mockumentary observes poodles reading newspapers and riding bikes, cows riding the underground, and a band of bunnies playing music in Piccadilly Circus.
The models are seen wearing viscose and bodycon dresses, patchwork trousers with matching tops, and ski-inspired puffers. The season uses a bold color palette of vibrant pinks and green hues, contrasted with cooler khaki and navy neutrals. McCartney’s signature vegan Falabella bag (which has saved the lives of 400,000 cows lives) and sneakers also make an appearance in a new rendition for the pre-fall collection, including a new maxi size of the beloved handbag.
“While this campaign is light-hearted, I wanted to address a serious issue: ending the use of fur,” says McCartney in a statement shared with GRAZIA. “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.”
McCartney is calling on her global community of changemakers to support the initiative by signing the “Stop Deadly Fur Collection” petition (you can do so here). View the collection in its entirety on stellamccartney.com, and shop some of GRAZIA’s favorite piece below:
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