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Stella McCartney has launched its Summer 2024 campaign, the brand’s most sustainable collection to date – crafted from 95% conscious materials. Starring eco-activist, model and actor Cara Delevingne, it is shot at the Veolia recycling plant in South London. The campaign platforms the beauty that can be found in waste, hopes for a more circular future and the sustainable solutions being advanced by Stella.
The number of garments produced annually has doubled since 2000 and exceeded 100 billion for the first time in 2014, driven by the fast fashion industry. Each year, 92 million tonnes of clothing waste is created – with a truck-full going to landfill or incinerators every second. While more than 90% of the clothing waste in landfills can be reused or recycled, less than 1% of those materials are repurposed back into garments. Instead, the textiles industry consumes 98 million tonnes of non-renewable resources every year making new pieces.
Stella McCartney is constantly innovating ways to reduce waste, having used exclusively recycled cashmere since 2016 and Econyl® regenerated and recyclable nylon since 2017 – helping to prevent over 10 tonnes materials from entering landfills. Inspiring industrial symbiosis, the brand uses apple waste and grape waste from Veuve Clicquot’s harvest by-product to crafted vegan alternatives to leather.
It is also exploring textile clothing and take-back schemes that would be run through Stella McCartney retail flagships and launched a parka using BioPure™️ technology – pairing enzyme-based biological recycling with AI to create a recycled, recyclable polyester. This innovation is by Protein Evolution, which Stella supports through the sustainable investment fund she co-founded, SOS Fund. Stella McCartney also integrates recycled materials into its supply chain, including the handles and linings of the iconic Falabella bag, as well as deadstock textiles from NONA Source, which feature in the Summer 2024 collection.
An eclectic, ageless edit, Summer 2024 blurs the lines between genders and generations – reinterpreting timeless pieces from Stella’s archive as well as those she borrowed from her parents, and her daughters now borrows from her. The collection leans into texture, proportion and decoration. Savile Row tailoring, organic cotton denim and day-to-night dresses feature strongly, alongside innovative new editions of the iconic Falabella tote; the original vegan ‘it’ bag, celebrating its 15th anniversary in 2024.
Cara Delevingne was selected by Stella for her eco-activist credentials. She is a trustee of EcoResolution and founder of Initiative Earth, a charity supporting everything from ecosystem restoration to education resources.
Delevingne is joined by environmental activists, storytellers and female founders Arizona Muse and Alice Aedy. The campaign is shot at a Veolia recycling plant, highlighting the limitless potential of the circular economy – with the organisation’s Senior Executive Vice President of Northern Europe, Gavin Graveson sitting on the Advisory Board of the Circular Fashion Innovation Network (CFIN).
Shop the Summer 2024 collection in Stella McCartney boutiques at Harbour City now.
