Stella McCartney believes that her role is not only to sell clothes on the catwalk, but also to promote sustainability to the world. During Paris fashion week, she organized a unique street market focused on plant-based, nature-positive, solution-oriented products. The market featured 21 stalls that showcased and explained sustainable items, ranging from “crochet” minidresses made from seaweed to Linda McCartney veggie burgers.
One stall-holder, Tessa Callaghan, the CEO and founder of Keel Labs, expressed her excitement about the event, saying, “Today is the first time one of our products has ever been seen in public, and this event is the best way I could have imagined for that to happen.” Keel Labs’ Kelsun yarn is featured in McCartney’s new collection, which includes boho summer dresses made from renewable kelp. Callaghan explains that seaweed is an environmentally-friendly material because it is highly abundant and does not require fertilizers, pesticides, water consumption, land use, or fossil fuels.
Radiant Matter, another company at the street market, showcased a shimmering dress made from their biodegradable alternative to sequins. Their product mimics the glimmer of sequins using iridescence from organic raw materials, while avoiding the harsh environmental impact. McCartney collaborated with Radiant Matter to create a dress and a jumpsuit.
In addition to the street market, McCartney collaborated with her father on part of the collection, celebrating the idea of passing down clothes through generations. She explains, “Fashion has always been a place where people find their family and their gang, and this is a moment for a community who care about fashion and the environment to come together.”
The collection also features handbags made from grapes, which are byproducts in the production of vegan “leather” Frayme bags. The grapes come from Veuve Clicquot, a brand owned by McCartney’s investors, LVMH. This unique approach combines sustainability with glamour and rock’n’roll.
Although Peta has protested against the use of leather in fashion shows, consumer interest in vegan alternatives is growing. However, startups in the industry face challenges when competing with the lucrative leather sector. For example, the American startup Bolt Threads had to pause production of Mylo, a mycelium-based leather alternative, due to a lack of necessary investment.
According to McCartney, 95% of her collection is made from materials considered responsible by the brand, which is an increase from 92% last season. She emphasizes that the goal is not to make people feel guilty, but rather to encourage small actions, such as bringing a water bottle and a shopping bag, and reducing excessive consumption of fashion.
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