Ethical fashion is order of the day for Stella McCartney in Paris
The invitation for Stella McCartney’s fashion show in Paris came in a glossy pouch with “I am 100% compostable (and so are you!)” printed on it. Inside was a freebie with purpose: a pair of yellow socks made from 85% upcycled yarn using no water, chemicals, dyes or pesticides.
In a socially conscious climate in which more and more fashion brands are pledging their commitment to sustainability, such details matter. But McCartney has been exploring ethical fashion since she set up in 2001, when it seemed like an eccentricity – or even a nuisance – to many in the wider industry.
Seventeen years later, McCartney’s winter show on Monday came at a crucial moment for her company, which is currently in talks with the French luxury conglomerate Kering – which owns 50% of the brand – about McCartney buying her share back. “That’s not confirmed, but the option is there,” she said backstage, with her representative confirming that the decision would be made by the end of the month.
It is difficult to know whether the rumours flying around, including that McCartney’s father, Paul, may be helping to finance the deal, are an extension of the swipes she has long faced concerning her famous family, or represent wishful thinking on the industry’s part – or are a genuine signal that the former Beatle may soon make his arrival into the rarefied world of French fashion. (On that note, a company spokesperson told trade journal the Business of Fashion that Paul McCartney had never been involved in the business.)
In a socially conscious climate in which more and more fashion brands are pledging their commitment to sustainability, such details matter. But McCartney has been exploring ethical fashion since she set up in 2001, when it seemed like an eccentricity – or even a nuisance – to many in the wider industry.
Seventeen years later, McCartney’s winter show on Monday came at a crucial moment for her company, which is currently in talks with the French luxury conglomerate Kering – which owns 50% of the brand – about McCartney buying her share back. “That’s not confirmed, but the option is there,” she said backstage, with her representative confirming that the decision would be made by the end of the month.
It is difficult to know whether the rumours flying around, including that McCartney’s father, Paul, may be helping to finance the deal, are an extension of the swipes she has long faced concerning her famous family, or represent wishful thinking on the industry’s part – or are a genuine signal that the former Beatle may soon make his arrival into the rarefied world of French fashion. (On that note, a company spokesperson told trade journal the Business of Fashion that Paul McCartney had never been involved in the business.)
Source:
theguardian
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