Stella McCartney says 91 per cent of the line is made from responsible materials and it is free from leather, feathers, fur and exotic skins
The new fashion line from meat-free designer Stella McCartney has been launched with a photoshoot at a vegan animal sanctuary.
According to the designer, the collection and shoot were inspired by the activist slogan ‘Change the History’.
The slogan was created by Japanese artist Yoshitomo Nara, whose iconic illustrations and punk social statements feature in the collection.
Described as the brand’s most sustainable collection to date, it boasts 91 per cent responsible materials and is free from leather, feathers, fur and exotic skins.
Among the fabrics used are forest-friendly viscose, organic cotton, regenerated nylon, recycled polyester, linen and organic denim.
However, the line is not 100 per cent vegan as it also features products made from wool, which it describes as coming from ‘traceable sources’.
The line was shot at The Gentle Barn animal sanctuary in Santa Clarita, California, and stars actor and animal lover Madelyn Cline.
The sanctuary is a completely vegan property which is home to more than 170 animals including cows, horses, pigs, sheep, chickens, llamas, emus, cats, dogs and birds.
According to the brand, the sanctuary ‘sets the scene for Stella McCartney’s message and mission, with Madelyn Cline and vegan accessories captured amongst the six-acre sanctuary’s farmyards, fields and inhabitants’.
It adds that the animals’ names and unique stories feature prominently in the shoot’s storytelling.
This, it says, reinforces the message that ‘all creatures should be loved regardless of age or species’.
The collection and shoot were inspired by the activist slogan ‘Change the History’.
In a statement sent to Vegan Food & Living, Stella McCartney encouraged consumers to consider ditching meat from their diets as well as opt for animal-free clothing made from fabrics like vegan leather.
She said: “What is more punk than upending the entire food and fashion industrial complex by removing animal products from the equation?
“My mantra right now is: ‘We are what we eat, we are what we wear’.
“Our choices have an interconnected impacts and if we want to change the history and protect Mother Earth for future generations, we must take action – from stopping eating meat, to ending the needless deaths of animals for fashion.”
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All images © Stella McCartney