Background:
- McCartney was previously the Creative Director of Chloe in Paris.
- Launched her own fashion house in October of 2001.
- Signature style: sharp tailoring, confident feminine style
- Collections include: men, women’s and kids pieces, eyewear, accessories, lingerie and fragrance.
- Long time vegetarian who does not use real leather, skin, fur or feathers.
Purpose:
- To create fashionable apparel and accessories for buyers by using animal free materials.
- There was never an outline for high end sustainable fashion, McCartney was one of the first designers to produce these kinds of products.
- What sets them apart: Since so many “high end” brands use fur and leather to add uniqueness to products, McCartney has found a way to create apparel that are cruelty free and still fashionable.
Why:
- Parents were firm supporters of animal rights activism.
- McCartney used her experiences and beliefs- transitioned this into her designs and later collections.
- They create animal free products to protect endangered forests and prevent the hunting of animals and their exploitation.
How:
- Mission statement:” We challenge and push boundaries to make luxurious products in a way that is fit for the world we live in today and the future: beautiful and sustainable. No compromises”.
- McCartney designs each piece mindfully crafting what she believes the future of fashion should be.
- Use of new alternative materials to replace fur and leather products.
- Vegetarian leather- made through the use of synthetic alternatives
Impact:
- First brand to create high-end vegetarian leather products
- Created boom of faux leathers and suedes amongst fashion industry
- Gave exposure to truth behind animal products used in fashion
- Caused more high-end brands to band fur
- Created a more sustainable take on clothing
- Decreased their carbon footprint
- Causing other industries to question how they manufacture
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