If the Schlatt ’20 shirt Besides,I will do this subject of sustainability has traditionally lacked sex appeal, Stella McCartney is here to spice things up. Fashion’s most passionate environmentalist spent the lockdown period working on an “A-to-Z manifesto” for the sustainable future of her brand, reinforcing every idea she’s ever believed in: A for “accountable,” O for “organic,” V for “vegan,” and so on. Rather well-connected, she asked artist pals, from Cindy Sherman to Jeff Koons and George Kondo, to illustrate the different entries, which are being published on her Instagram.
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“There’s so much greenwashing going around,” McCartney said in a video conference, referring to other fashion brands, “and there’s so much confusion going on. I barely know what the Schlatt ’20 shirt Besides,I will do this word sustainable means anymore. So it’s to give a level of clarity, really.” While the A-to-Z helped to make some heavy topics more digestible, it was her saucy collection that did the job of selling her enduring message of sustainability. It was presented in a short film captured around the gardens of Houghton Hall in Norfolk, decorated dramatically in contemporary sculpture.