Tuesday, 16 September 2014
From forests to fashion
FSC promoted at star-studded Stella McCartney launch
Stella McCartney has reinforced her commitment to sustainability by partnering with Livia Firth’s Eco-Age for the launch of the 2014 London Stella McCartney Green Carpet Collection at London Fashion Week.
The exclusive event, held on Sunday 14th September, was the hottest ticket in town, hosted by Stella McCartney, Livia Firth (Creative Director of Eco-Age and wife of actor Colin Firth), Anna Wintour, (Editor in chief of American Vogue) and Natalie Massenet (Founder & Executive Chairman of Net-a-Porter). Stars in attendance included Paul McCartney, Rita Ora, Colin Firth, Drew Barrymore, Alexa Chung, Ellie Goulding and boyfriend Dougie Poynter (McBusted), Dakota Johnson (who will star in the forthcoming Fifty Shades of Grey film), model Toni Garrn (currently dating Leonardo Di Caprio), actress Salma Hayek and Samuel L Jackson.
To celebrate the launch every possible aspect was considered to reduce negative environmental impact. The collection was showcased within 5 different themed rooms, working with the film set recycling company Drèsd, all the furniture, décor and props used have either been reclaimed, recycled or upcycled from local UK based film, theater and TV sets or FSC certified; and will continue to be used again in future projects.
In support of the Forest Stewardship Council’s mission to promote environmentally appropriate, socially beneficial, and economically viable management of the world's forests, a forest room was re-created from trees, shrubbery, grasses and wood stumps from Pinewood studios’ previous and future film productions. The bark ground covering, donated by Melcourt Industries, wooden gate, donated by Duncombe Sawmill and engraved plaque, made by Signs Workshop were all FSC certified.
Stella McCartney comments:
“This collection is a huge step towards what I always have aimed to achieve, to push the boundaries and stereotypes of sustainable fashion by proving that it is possible to create and deliver beautiful, luxurious eveningwear causing little to no harm to the environment.”
Each aspect of the collection has been dedicated to creating fashion that respects the environment as much as possible ensuring zero deforestation, supporting ethical production, working towards carbon reduction, reusing and recycling of archival fabrics, ensuring the use of organic materials and through the sourcing decisions made, it supports local restoration efforts in the Argentina Grasslands.
Stella McCartney have committed to ensuring that all of their cellulose fibres are sustainably certified and do not contribute to the destruction of forests.