How Stella McCartney brought sustainability to Kering and Chloé (2024)

With her first show, dedicated to her then-ailing mother and held at Paris’s Palais Garnier opera house in October the same year, McCartney disproved her doubters. Suzy Menkes, now editor, Vogue International, wrote in the International Herald Tribune: “Although she was following in the giant footprints of Karl Lagerfeld in Chloé’s glory years, McCartney wisely sent out a simple, unpretentious show literally filled with little nothings: dresses as light as a scarf; wispy printed blouses with floaty flower-child sleeves; slithery negligee dresses ... It was a fine first effort.”

Before long, McCartney was dressing style influencers such as Gwyneth Paltrow, Kate Hudson, Nicole Kidman and Madonna, who wore a sexy pair of low-slung Chloé tuxedo pants with a sequin waistband in her “Ray of Light” video.

Defending faux leather

Chloé was commanding more retail space in department stores, and sales climbed.

“What Stella did was surprise everybody, by very, very quickly developing her own style,” American Vogue editor-in-chief Anna Wintour said. “We have so few women designers who are really important in the field of fashion, and it’s great to have someone like Stella joining the ranks. She has made a lot of very young, very attractive girls want to buy those clothes.”

But her no leather-no fur policy drew fire. Critics claimed that faux hides, many of which are petroleum-based, were more damaging to the earth than the real stuff. Bull, said McCartney.

Livestock production is one of the major causes of... global warming, land degradation, air and water pollution and loss of biodiversity,” she said, adding that more than fifty million animals are farmed and slaughtered each year just to make handbags and shoes. Conventional leather tanning employs heavy metals such as chromium, which results in waste that is toxic to humans.

“Tanneries are listed as top polluters on the Environmental Protection Agency’s ‘Superfund’” list, a US federal program to underwrite the clean-up of contaminated industrial sites, she added. Yet about 90 per cent of all leather is chrome tanned.

“Killing animals is the most destructive thing you can do in the fashion industry,” she told me. “The tanneries, the chemicals, the deforestation, the use of landmass and grain and water, the cruelty — it’s a nonstarter. The minute you’re not killing an animal to make a shoe or a bag you are ahead of the game.”

Infiltrating from within

McCartney quit Chloé in 2001 and launched her namesake label in London. The luxury conglomerate Gucci Group, which was later absorbed by Kering, held a 50 per cent stake; she held the other half. (In March 2019, she completed a buyback of the Kering half. And in July, LVMH acquired a minority stake in Stella McCartney.)

How Stella McCartney brought sustainability to Kering and Chloé (2024)

FAQs

What makes Stella McCartney sustainable? ›

We use organic cotton to create products in ways that enrich the environment. Synthetic materials can –and should– be recycled and come from recycled sources. We are exploring entirely new ways of creating silk. Since day one, we have never used leather, feathers, fur or skins.

How does McCartney's use of innovative materials such as recycled polyester contribute to the sustainability of her clothing? ›

Producing recycled polyester requires half the energy of virgin polyester. Since we started using the innovative ECONYL® regenerated nylon, made from waste fabrics and fishing nets removed from the oceans, we have stopped over 10 tonnes of nylon making its way to landfill.

What is so special about Stella McCartney? ›

Stella McCartney (born September 13, 1971, London, England) is a British fashion designer known primarily for her fur-free and leather-free apparel as well as for her celebrity-studded clientele.

What is Stella McCartney's brand strategy? ›

McCartney's digital marketing strategy effectively combines storytelling, visual appeal, and brand values to connect with her target audience. Stella McCartney's branding strategies have cemented her position as a global fashion powerhouse known for her sustainable and ethical practices.

What is the most sustainable collection of Stella McCartney? ›

The SS24 collection has been crafted from 95% conscious materials, making it the most sustainable collection Stella McCartney has ever released.

Who is the head of sustainability at Stella McCartney? ›

Juliet Russell (UCL Geography 2012) is Head of Sustainability at Stella McCartney.

Is Stella McCartney an environmentalist? ›

Stella McCartney continuously develops and engages with new ways to reduce environmental impacts, using innovative techniques throughout the supply chain and designs.

What is the mission statement of Stella McCartney? ›

We are committed to being an ethical, modern and honest company without compromising on luxury or quality. We believe that collaboration and innovation are key to achieving a more sustainable future.

What are the pros and cons of polyester sustainability? ›

What Are The Pros and Cons of Polyester? The pros of polyester are mostly material, such as its strength, flexibility, moisture resistance, ease of care, and low cost. The cons of polyester are mostly environmental, such as high energy and water consumption, pollution, and inability to biodegrade.

Who is Stella McCartney's best friend? ›

There are few designers who can match McCartney's cool: she's the daughter of an ex-Beatle; best friend to Kate, Madonna and Gwyneth; a passionate environmentalist and outspoken animal activist; a besotted mother of two; and a designer with a successful fashion empire that includes clothing, accessories, sportswear and ...

Who is Stella McCartney's target audience? ›

The demographic of people who shop at Stella McCartney are females, aged 25-45 and due to the location of the stores, people who live in big cities or tourists.

What is Stella McCartney brand identity? ›

INTRODUCTION TO STELLA MCCARTNEY

Stella McCartney is a luxury fashion brand with a sustainable philosophy at the core of the business. They are known for their clothing being tailored and chic, with both ready to wear collections and high fashion.

What are the financial results of Stella McCartney? ›

Dive Brief:
  • Stella McCartney Ltd. reported revenue of 40.1 million pounds, or approximately $50.8 million at current exchange rates, for the 12 months ended Dec. ...
  • The company's loss before taxes for the period was 10 million pounds, compared to 2021's 32.7 million pound loss.
Jan 5, 2024

Who are the competitors of Stella McCartney? ›

Key competitors of Stella McCartney in the fashion industry include Roberto Cavalli, Karl Lagerfeld, Lanvin, and Versace, who have also collaborated with fast-fashion retailers like C&A and H&M.

What are the strengths of Stella McCartney? ›

Strengths of Stella McCartney

These strengths include: Commitment to sustainability: Stella McCartney is renowned for its strong commitment to sustainability, using cruelty-free materials and ethical production practices. This commitment aligns with the growing demand for eco-friendly fashion options.

Does Stella McCartney donate to charity? ›

The Stella McCartney Cares Foundation runs a give away program for post-mastectomy bras. The bras are distributed through hospitals in the UK and through the foundation's website to women in need globally.

Is Stella and Chewy sustainable? ›

STELLA & CHEWY'S IS COMMITTED TO SUSTAINABILITY

Stella & Chewy's is committed to understanding and managing our social and environmental impact to do our part in caring for the future of our people, pets, and the planet.

What is the climate action of Stella McCartney? ›

Stella McCartney aiming for net zero by 2040

Here in Dubai, she is advocating for policy and regulatory change to incentivise sustainable business and the decarbonisation of the fashion industry, human and animal welfare, and building efforts to support and scale investment in materials innovation.

Is Stella McCartney Vegan and Cruelty Free? ›

STELLA EARTH

Our formulas are certified by the Vegan Society and approved by the Cruelty Free International Leaping Bunny Programme. Our packs are eco-conceived, recyclable and refillable.

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