Stella McCartney Brand Book

SUSTAINABILITY
GET INVOLVED!
WHAT WILL YOU DO TODAY?
#StellaMcCartneyTodayForTomorrow
WE’RE INCREDIBLY EXCITED TO BE LAUNCHING THE FIRST EVER
STELLA McCARTNEY TODAY FOR TOMORROW AWARD, CHAMPI-
ONING THE NEXT GENERATION OF YOUNG ACTIVISTS IN OUR
ONGOING FIGHT AGAINST THE CLIMATE CRISIS.
Of course, the collection itself is was much
of a commitment to change as the campaign.
Up-cycled rainbow dresses made from archival
fabric and horse-print jacquard dresses made
with sustainable viscose all feature, while all
denim is made with organic cotton. Sunglasses
are made from the brand’s biodegradable
bio-acetate and micro bags from ECONYL®
regenerated nylon.
Tori Tsui, a wildlife photographer and XR
representative who models in the campaign,
tells Vogue, “I think there is a mutual understanding
between Extinction Rebellion’s boycott
on fashion and what Stella is trying to
achieve,”. “She understands the climate crisis
and why people are frustrated [with the status
quo]. What the boycott is meant to do is tell
the story of an emergency. We know it won’t
be realistic for everyone [to stop shopping],
but if you can’t boycott fashion entirely, buy
sustainable. If you can’t go vegan, try to eat
less meat. If you can’t stop flying, then offset
your emissions,” she continues. “People like
Stella are achieving a lot just by making these
ideas more mainstream.”
“Stella is using her platform to give us a platform,
and that’s creating a conversation,” adds
Sara Arnold, an XR coordinator whose resume
includes positions at luxury fashion houses.
“That’s the great thing the fashion industry
can do—it’s one of the most polluting industries
in the world, but it’s also one of the most
influential. There are limitations on what it
can do [to address climate change], but I don’t
think there are limitations on how you can use
that platform.”
OUR SUMMER 2020 RUNWAY SHOW IS COMING UP ON SEPTEM-
BER 30TH IN PARIS, AND WE WANT USE IT AS A MOMENT TO
TALK ABOUT ALL OF THE INSPIRING ACTIVISM TAKING PLACE
ACROSS THE WORLD RIGHT NOW. THE AMOUNT OF YOUNG
PEOPLE WHO ARE FIGHTING FOR THE FUTURE OF OUR PLANET
HAS MOVED STELLA, WHICH IS WHY SHE IS LAUNCHING HER
FIRST EVER AWARD TO CELEBRATE A NEW GENERATION OF
CHANGE AGENTS AND ECO-WARRIORS UNDER 25 WHO ARE
KICKING ASS FOR MOTHER EARTH.
THE WINNER OF THE AWARD WILL RECEIVE A MENTORSHIP
PROGRAMME WITH A MEMBER OF THE TEAM AT STELLA McCA-
RTNEY HQ AND A DONATION TO THE ECO OR ANIMAL WEL-
FARE CHARITY OF THEIR CHOOSING, AS WELL AS IMPORTANT
RECOGNITION FOR THEIR VITAL WORK. BUT THIS IS NOT JUST
ABOUT AN AWARD. IT’S ABOUT ALL OF US COMING TOGETHER
LIFT UP EVERY SINGLE PERSON WHO IS MAKING A CHANGE.
EVERY ACTION COUNTS!
ALL YOU HAVE TO DO TO TAKE PART IS UPLOAD A VIDEO
TO INSTAGRAM NOMINATING YOUR CHOSEN PERSON USING
#STELLAMcCARTNEYTODAYFORTOMORROW AND TELL US WHY
THAT PERSON IS SO SPECIAL. BE SURE TO TAG THEM SO WE
CAN FIND THEM.
THE WINNER WILL BE ANNOUNCED SOON, AND WILL BE
JUDGED BY A PANEL OF INSPIRATIONAL PEOPLE. STAY TUNED
FOR MORE!
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