Stella McCartney made ethical Fashion a pillar of her label way before sustainability was a hashtag or buzzword. She’s candid about the immense harm fashion inflicts on the environment—it’s the second dirtiest industry on the planet after oil—and has paved the way for other eco-minded designers to follow her lead. But McCartney’s clientele isn’t strictly vegan; in fact, the reason she’s been so successful is that she doesn’t sacrifice style for sustainability. Her runway collections belie the ethical fabrics they’re made from, and women love her faux leather shoes because they’re bold and fun to wear, not just because they’re animal-friendly. Her Adidas by Stella McCartney collections have brought eco-fashion to the athletic market, too; last season, she developed jackets and sneakers made from 100 percent recycled polyester, a first for both brands.
In conversation with Vogue’s Tonne Goodman at our Forces of Fashion conference this morning, McCartney discussed growing her business, becoming the standard-bearer of sustainable fashion, and her plans for an even greener future. Below, we’re sharing the three biggest takeaways from the panel; keep them in mind the next time you go shopping or feel the urge to rehab your wardrobe.
When she launched her fur-free, leather-free business in 2001, there were “millions“ of skeptics.
“[In the beginning,] I was kind of ridiculed. I know people thought I was nuts—how can you go into the fashion industry and not use leather? I had a million people along the way say, ‘This is not going to work; you’re not going to have an accessories business; you’ll never be able to approach it in the way all of these big brands do.’ But I think what’s amazing is that I started in one place, but now the environment, what we eat, how we conduct ourselves, and how we consume, those links have been made. The information is out there, and that’s what feels exciting. The reality of the impact this industry has on the environment is something people can really see.”
“[In the beginning,] I was kind of ridiculed. I know people thought I was nuts—how can you go into the fashion industry and not use leather? I had a million people along the way say, ‘This is not going to work; you’re not going to have an accessories business; you’ll never be able to approach it in the way all of these big brands do.’ But I think what’s amazing is that I started in one place, but now the environment, what we eat, how we conduct ourselves, and how we consume, those links have been made. The information is out there, and that’s what feels exciting. The reality of the impact this industry has on the environment is something people can really see.”
For the next generation, ethical fashion is already a “no-brainer.”
“I’m hoping what will happen is in 10 years, people will look back at the fact that we killed billions of animals and cut down millions of acres of rain forest, and [used] water in the most inefficient way—we can’t sustain this way of living. So I’m hoping people will look back and say, ‘Really? That’s what they did to make a pair of shoes, seriously?’ If you’re lucky enough to have a business on this planet, you have to approach it in this [sustainable] way.”
“I’m hoping what will happen is in 10 years, people will look back at the fact that we killed billions of animals and cut down millions of acres of rain forest, and [used] water in the most inefficient way—we can’t sustain this way of living. So I’m hoping people will look back and say, ‘Really? That’s what they did to make a pair of shoes, seriously?’ If you’re lucky enough to have a business on this planet, you have to approach it in this [sustainable] way.”
Great design is just as important as eco-friendly fabrics and processes.
“I think one of the biggest compliments is when I know people go in and buy a Falabella bag or a pair of shoes, or a faux leather skirt, and they have no idea they’re not real leather. I think that’s really where it becomes sexy—where you’re not just providing an alternative for someone who is a vegan. You’re creating a great product. At the end of the day, I’m a designer—I’m not trying to be a politician. If I can’t design something that’s sexy and looks great and fulfills a purpose in everyone’s wardrobe, then we wouldn’t be having this conversation. I think fashion has to remain fun and luxurious and desirable, and you can live a dream through what we are creating, but you can [also] have a sense of security that you’re consuming in a more conscious way. We’re trying our best—we aren’t perfect, but we’re opening up a conversation that hasn’t really been had in the history of fashion. Now is the time for change, now is the time to look at what can be done and how technology can save us.”
“I think one of the biggest compliments is when I know people go in and buy a Falabella bag or a pair of shoes, or a faux leather skirt, and they have no idea they’re not real leather. I think that’s really where it becomes sexy—where you’re not just providing an alternative for someone who is a vegan. You’re creating a great product. At the end of the day, I’m a designer—I’m not trying to be a politician. If I can’t design something that’s sexy and looks great and fulfills a purpose in everyone’s wardrobe, then we wouldn’t be having this conversation. I think fashion has to remain fun and luxurious and desirable, and you can live a dream through what we are creating, but you can [also] have a sense of security that you’re consuming in a more conscious way. We’re trying our best—we aren’t perfect, but we’re opening up a conversation that hasn’t really been had in the history of fashion. Now is the time for change, now is the time to look at what can be done and how technology can save us.”
