Stella McCartney marks Earth Month with London flagship installation
is celebrating Earth Month and has just launched a Future of Fashion innovation installation at its 23 Old Bond Street flagship in London – 'platforming the luxury pioneer's legacy today and next-gen materials of tomorrow, including the brand's most sustainable collection ever', the Summer 2025 offer.
'Led by a 'Save What You Love' call-to-action for the planet and its creatures, the edit is crafted with 96% conscious and 100% cruelty-free materials,' the company said.
With fashion estimated to be responsible for up to 8% of global greenhouse gas (GHG) emissions and the fact that the industry will continue to grow as a result of increased population and consumption patterns, the label sees an urgent need for action.
Previous editions of the Future of Fashion have been hosted at the COP26 and COP28 UN climate conferences, Dubai Design Week and Salone del Mobile in Milan. The current iteration platforms McCartney's innovations from its Summer 2025 collection, including Ryder bags in fungi-based Hydefy vegan alternatives to leather; Peekaboo recycled and recyclable nylon yarn; Keel Labs' Kelsun seaweed-based yarn and more. All materials and supplies have been repurposed from previous activities to minimise waste.
The designer has also launched a pop-up in Milan's Rinascente department store that runs until early next week with the space centred around the 'Save What You Love' message. Visitors can enjoy complimentary ice-cream and receive copies of the Stella Times – the third in a series of limited-edition newspapers featured on the Summer 2025 runway during Paris Fashion Week.
In addition to the Bond Street and Milan activities, the label will next month launch its Summer of Love 2025 capsule collection, described as 'a sensual edit of ready-to-wear and accessories exploring the escapism, hedonism and romanticism of a warm-weather holiday'.
Made with '100% conscious materials', there are bags handwoven from responsibly sourced raffia in Madagascar by ethically compensated female artisans.
Limited-edition Logo and Falabella basket bags are handmade by Tanora in a 'state-of-the-art atelier and fair-trade compensation scheme, offering additional support to the women's families and communities'.
There are also hand-painted cherries on fluid dresses and separates, plus sleeveless baby tees. Red stripes 'bring a coastal cool to forest-friendly viscose satin vacation essentials' while 'crisp organic cotton poplin reimagines classic men's shirting in feminine silhouettes, alongside light crochet knits'.
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