STELLA MCCARTNEY

In this article, we will talk about Stella McCartney’s brand and her plan of action that has differentiated her brand from the rest of the luxury industry around it.

Stella Mccartney opened her own brand in 2001 in a joint venture with Gucci Group (now Kering Group). Since then, Stella McCartney has sworn never to use leather, skin, fur or feathers, materials highly and normally used in luxury brands as her, as the brand promotes an ethical and cruelty-free philosophy. Likewise, Stella McCartney claims her brand relies completely on alternative and more sustainable materials, becoming one of the most sustainable luxury brands in the fashion industry. Since this date, Stella McCartney aim to achieve unique and long-lasting pieces produced in a more sustainable process has become true, as we can see in their ‘Sustainable Timeline’ section of their website. The brand's main purpose is to invest heavily in boosting circularity, innovative materials and cutting-edge technologies that reduce the brand's environmental impact.

The sustainable action carried out by Stella McCartney with her designs is defined by three steps: first, the sustained focus in finding great partnerships to research as well as develop new and more sustainable materials for their designs. Second, the main focus rests in developing innovative processes that are less harsh exploitative of natural resources, so the brand minimizes its impact on the planet. Thus, the brand works only with suppliers that meet the brand’s standards of quality and sustainability. The third step is connecting with experts to collect and analyze data to overthrow stereotypes or misconceptions about their process and materials.

Nowadays, Stella McCartney’s supply chain is fully traceable, transparent and completely European, between Sweden, Germany and Italy. Throughout the company’s productive process, efforts are made to eliminate circular chemicals, incorporate energy efficiency and regulate standards. Likewise, and according to their sustainable values, Stella McCartney, as a brand, carries out different environmental actions to raise awareness of the importance of investing in high quality garments that last and can be worn for different seasons. In this regard, Stella McCartney claims: “The starting point is not Design. The starting point is Sustainability”.

Furthermore, Stella McCartney uses sustainable wood and FSC-certified packaging and paper in its stores, helping them to become a zero waste business. In addition, their shops use energy efficient LED lighting, and their UK shops are powered by wind energy.

In conclusion, this brand is an example that even luxury brands in the fashion industry are able, with their means and technologies, to minimize their impact on the planet both in the production process and in the garments they offer to their consumers, in order to achieve a far more environmentally friendly model of consumption.