SUSTAINABILITY is at the forefront of Stella McCartney’s Summer 2024 campaign, which features the brand’s most sustainable collection to date, with garments made from 95% conscious materials.
Modelled by globally recognised model, actress and eco-activist Cara Delevingne and shot at South London’s recycling plant, Veolia, the campaign message is of importance as it speaks of the beauty one can find beneath waste as a means of promoting circularity and sustainable methods in fashion.
Delevingne’s contributions to eco-activism — her being a trustee of EcoResolution and founder of Initiative Earth — assured her fit for the campaign was ideal.
Stella McCartney SS24
The fashion trade continues to speed up, as it gets faster and faster each year, championing the industry as one of the most unsustainable and environmentally damaging businesses to practice.
Stella McCartney has always investigated and continues to explore new ways in which fashion can be more sustainable, such as the brand’s commitment to utilising recycled cashmere and Econyl regenerated and recyclable nylon as a means of lessening the amounts of materials that end up in landfills. A riveting practice the brand carries out is the use of apple and grape waste from Veuve Clicquot’s harvest to create vegan supplements to leather.
Building on sustainability in fashion, the brand participates in take-back schemes and also brought out a parka last year employing BioPure™️ technology, which merges enzyme-based biological recycling with AI to fabricate a sustainable polyester.
The collection merges gender and generation with various silhouettes representing a reinterpretation of pieces from Stella’s archive alongside the garments she borrowed from her parents, which now have been passed down to her own children.
Major themes throughout the Summer 2024 collection are texture, proportion and ornamentation with features of Savile Row tailoring, organic cotton-made denim, day-to-night dresses and new interpretations of the vegan ‘it’ bag, the Falabella tote, which celebrates its 15th anniversary this year.
by Nicole Pereira