Stella McCartney lays waste to disposable fashion in Paris

The designer continues to break down barriers by showing how ethical clothing can hold its own on high-end catwalks


"Glamor for its own sake is not something I'm interested in," Stella McCartney said after the parade. What might sound like a statement from a fashion designer who was, at that moment, between the marble floors, the frescoed ceilings and the giant chandeliers of the opera at the Palais Garnier where the show was performed.
The Stella McCartney show took place at the Palais Garnier opera house in Paris
But McCartney has torn down the barriers between high fashion and ethical fashion by crossing two worlds. His mission statement is that clothing made of sustainable viscose and cruelty free alternatives to leather should not be aimed at a niche market, but shown to celebrate his own at the Paris Fashion Week parade .
The invitations to this show were rolls of eco-friendly paper bags recycled and recyclable, made of low density polyethylene, stamped with the label logo. The designer's latest advertising campaign was filmed in a Scottish dump, with models Birgit Kos in a camel suit at the top of the decaying ruin of a car, and Iana Godnia in a green lace dress dressed with a bed of carton and crushed cartons of milk.
Models wearing Stella McCartney designs backstage
Garbage bags and the campaign were intended to encourage debate on waste in the fashion industry, where McCartney is dedicated to the use of plastic bottle yarns extracted from the seas by the Parley for the Oceans to make a Parley Ultra Boost and the Falabella Bag from the Ocean Legend. In partnership with the fashion resale site of the RealReal, McCartney is also embracing the "circular economy" by encouraging resale as a strategy to reduce clothing worldwide by 75% ending up in landfill.
Ruffles and macrame.
This collection was strong in the day-to-night commodities that the customer Stella McCartney wants. (The designer herself wore bespoke candy colored pants with a round neck collar, because "it's work, and I have a lot to do to get dressed"). The double-breasted blazer that is on every front row this season came with an elbow sleeve for spring, while monkeys, a label firm, came slinky and tailored or in a more blowsier caldera silhouette. The afternoon of French taffeta separates - a skirt of puffball, and a blouse with flounces - were pressed to drag them to the day. "I've always done that with party dresses - take the lining to crush them, or nibble on them," McCartney said.
Next year, Stella McCartney's flagship store in London will move from Bruton Street to a historic place on Old Bond Street. The move is the most prominent symbol of strong financial results of the label. In 2016, turnover rose 31% to £ 41.7m, while profits rose 42.5% to £ 7m. The label also publishes environmental profit and loss results, measuring the environmental impact of the business.
Double-breasted blazers come with elbow-length sleeves
In 2016, this impact increased 2%, a significantly smaller increase than the growth of the business. The company said its increased production and sales were largely offset by reductions in the impact of the use of raw materials, for example by replacing virgin cashmere fibers with regenerated cashmere that had previously been considered a waste material.

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