Stella McCartney is the absolute pioneer when we refer to sustainable fashion.
Since the beginning she literally built up her brand with the goal of sustainability at its core.
She never mixed-up sustainable with non-sustainable components and has always been loyal to her credo: no leather, fur or PVC.
Today she takes a step forward towards an even more sustainble brand by adding sustainable eyewear.
Stella McCartney has signed a long-term partnership with Thélios, the eyewear division of LVMH, to create sustainable eyewear collections starting with the SS21 season.
How is the collection made ?
The collection will incorporate a raft of sustainable features like bio-lenses, composed of 39% castor oil with a carbon reduction emission of 40% on the raw material.
In addition, also the frames will have a sustainable soul. They will feature an ecological version of bio-acetate, composed of fibres derived from wood and cottonseeds, plant-based plasticisers and 68% organic carbon content.
The first collection, will debut next November.
“Since day one, we have been committed to creating materials that are the most desirable, with the least impact on the planet – including in the plastic-heavy luxury eyewear category. We introduce to Thélios our bio-tech solutions and sustainable innovation, and are thrilled to have their experts join us in growing Stella McCartney eyewear’s eco-friendly vision”. Stella McCartney said.
The partnership follows the LVMH group’s support of the Stella McCartney brand. The luxury conglomerate took a minority stake in Stella McCartney and pledged to support the brand’s sustainable development. A year earlier, McCartney had bought back the 50% stake in the business that had been owned by rival luxury group Kering.
Thélios, already part of LVMH Group, produces eyewear for a number of LVMH brands like Celine, Loewe, Fenty and Kenzo.
“We are delighted to welcome Stella McCartney to the Thélios family at a time when sustainability and protecting the environment could not possibly be more important for us. Her unique vision will also benefit our other Maisons that are truly committed to limiting their environmental footprint and using sustainable materials.” Thélios CEO Giovanni Zoppas said.
It is not a case that a brand led by a woman became an example for the entire industry.
There is an explanation.
Sustainability is paired with caring, and caring is intrinsic in women’s DNA. Let’s work togheter for a more sustainable Planet.