Stella McCartney, the renowned fashion designer, is making waves in the industry with her commitment to sustainability. In a unique twist on the traditional fashion show, McCartney set up her 2024 spring ready-to-wear show at the Marché Saxe-Breteuil in Paris. Normally home to a bustling open-air market, the space was transformed into a sustainable market, showcasing innovative materials and circular fashion.
A Market with a Purpose
On October 3rd, against the backdrop of the iconic Eiffel Tower, 21 market stalls were filled with vendors promoting sustainable materials and responsible fashion practices. Among the participants were notable brands like Nona Source, a deadstock platform owned by LVMH, vegan leather supplier Mabel Industries, plant-based leather manufacturer Natural Fiber Welding (NFW), and traceable wool supplier Nativa. The event was a part of Paris Fashion Week, where McCartney unveiled a stunning collection of ready-to-wear looks, ranging from flowing dresses to tailored suits.
Honoring a Rockstar Heritage
This fashionable event not only showcased sustainable fashion but paid tribute to McCartney’s rockstar heritage. The market stalls were adorned with vintage Stella McCartney clothes, stacks of old records, and even a merch stall dedicated to Wings, the band of McCartney’s parents, Paul and Linda. After the show, the market opened to the public, with all proceeds from sales going to charities aligned with McCartney’s anti-animal cruelty and responsible design philosophies.
The latest collection drew inspiration from the complementary style of McCartney’s parents. Exploring their iconic fashion choices, the designs featured mirror-embellished dresses made from seaweed-based yarn and worn by both genders. The collection also included tops and dresses with cape-like backs, reminiscent of wings, and brocade short-shorts that resembled stage-ready tour costumes.
Balancing Luxury and Sustainability
There has always been a paradox in the notion of a “sustainable” luxury fashion brand. Stella McCartney acknowledges this challenge and takes a material innovation approach. While making six collections annually may not align with complete sustainability, McCartney is dedicated to minimizing harm by investing in emerging textiles and fabrication methods. In fact, her press notes stated that 95% of the materials used in the collection are considered conscious materials, making it her most sustainable collection to date.
Setting Standards for Sustainability
Stella McCartney’s commitment to sustainability sets her apart in the luxury fashion industry. She is one of the few designers whose collection is created almost entirely from conscious materials. While there is a growing consensus that sustainability should be a given, McCartney remains at the forefront of these efforts, continually pushing boundaries and exploring new options.
Making Sustainable Alternatives the Norm
The sustainable market at Stella McCartney’s show provided an opportunity for brand partners to showcase their work and raise awareness. Suppliers like Nativa, Nona Source, and Kelsun were thrilled to collaborate with McCartney and to share their dedication to sustainable and circular fashion.
Gen Woo: Another Brand Committed to Sustainability
Like Stella McCartney, Gen Woo is a brand that prioritizes making better choices. With a focus on fabric selection, the brand incorporates deadstock fabric and sustainable fibers into their designs. From recycled and organic cotton to bamboo and linen, Gen Woo aims to be at the forefront of slow fashion. Their family-run factory is certified by Cotton Made in Africa and the Organic Exchange Programme, promoting a safe and fair working environment for all employees.
Responsibility, community, positivity, and freedom are core values that define Gen Woo. To learn more about their commitment to environmental issues, visit their journal and sustainability content. Join their newsletter to be a part of their story and gain access to exclusive deals and more.
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