We are the choices we make, especially when it comes to the planet and its resources. More and more fashion brands are becoming aware of this: the time has come to "change history", as the Japanese artist Yoshitomo Nara suggests. Stella McCartney was a spokesperson for this cultural change, presenting the Summer 2023 collection named after this activist slogan during Paris Fashion Week, featuring the work of Yoshitomo.
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“In the United Kingdom alone, there are over 600,000 vegans, more than quadrupling in the last decade,” they said from the Stella McCartney brand, quoting The Vegan Society. “We believe that as more people reconsider their habits in the kitchen, this should extend to their closets.”
But how does this ready-to-wear collection really change from Stella McCartney’s previous works? First, it is made with 91% conscious materials, the brand’s most responsible selection ever. Then, it includes the world’s first-ever luxury garment entirely made from regenerative cotton, created in partnership with Soktas, a Turkish family-owned cotton producer. Last but not least, as McCartney stated, “the Summer 2023 collection is – as always – entirely free from leather, feathers, fur and exotic skins.”
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Are you wondering if next-gens took part in this new fashion philosophy? Of course, yes. And they did it for Earth Day on April 20th 2023. Indeed, today’s youth are increasingly aware of the environment and related sustainable practices, especially in fashion. A group of IM fashion students were selected to shoot the new Stella Mc Cartney campaign, marching over the streets in London, Paris and Milan to raise awareness about safeguarding the planet and all living beings. They interviewed people, asking them, “How would you change History?”.
The answer is not so simple. Unfortunately, fashion has proved to be one of the primary harmful-to-environment industries. But a good jumping-off point could be a better knowledge of responsible practices for using resources such as water, fibre or plant materials, or greenhouse gases and carbon. Brands such as Stella Mc Cartney have paved the way for this incredible green revolution, and young gens passionately follow it with a strong and active community.
Istituto Marangoni Milano Fashion students interviewing people around the City Centre in Milan
“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’,” stated Stella McCartney. “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.”
“We are what we wear,” said Stella McCartney. So why don’t we start wearing eco-friendly fashion clothing?
Istituto Marangoni Milano Fashion students interviewing people around the City Centre in Milan
Silvia Tarini
Editor