Stella McCartney: Fashion, Ethics, and Brand Strategy Analysis

This report provides an in-depth analysis of Stella McCartney's fashion brand, examining her design philosophy, ethical practices, and commitment to sustainability. The report explores McCartney's background, her early influences, and her rise to prominence as a leading British fashion designer. It details her dedication to animal rights, her use of vegan-friendly materials, and her efforts to minimize environmental impact through the use of recycled fabrics, organic cotton, and innovative materials like Re.Verso cashmere. The report also analyzes her design signatures, including her sharp tailoring, feminine edge, and incorporation of art and music into her collections. Furthermore, it highlights her focus on high-quality products, transparent supply chains, and her commitment to reflecting positive values in her work. The report concludes by summarizing McCartney's impact on the fashion industry and her role as a pioneer in sustainable and ethical fashion.

RUNNING HEAD: Stella McCartney 0
Stella McCartney

Stella McCartney 1
Stella McCartney is a leading British fashion designer because of her eponymic label. Stella’s father,
Paul McCartney was a musician and member of the Beatles. He was also a photographer and animal
rights activist along with the Linda McCartney. Stella spent her years exploring the world together
with her father and mother. She was active enough and her hobby in trends developed at an early
age. She started to create her own clothes. Just after her graduation, Stella followed Savile Row
tailor Edward Sexton in conventionality. She even analyzed with superior touching the craft. She is
well-known because of her shrill and informal tailoring together with a womanly edge or attentive
strategy as per the wearable design (SOWRAY, 2012).
Stella considered her mother a role model and shadowed her steps as an animal rights activist adds
on Stella is also acknowledged for her strict vegetarian system. Additionally, she never used any fur
or leather in her designs. In spare, she uses vinyl or plastic for the shoe designs. She makes bags and
belts out of the raffia and recycled fabrics.
Stella shadows as a member of the Ethical Trading initiative the accountable tracing policies for her
label. She never makes use of fur, skin, leather or feathers in the articles designed by her. All the
products designed by Stella are vegan-friendly as she is against animal testing. Additionally, Stella
also started manufacturing products which are PVC free since 2008. Moreover, Stella decided to go
wool-free after attending the PETA campaign in 2013. Another effort which was made by Stella was
waning the sandblasting from her brand. Sandblasting is a technique which is used for the denim to
attain a worn-in look. The application of this technique causes deadly lung diseases for the
employees who work on it. So, Stella refuses to use sandblasting in her denim pieces.
Stella concentrates on the high-quality products which are less harmful to the environment in order
to attain customers. It leads to product development. Various steps are taken to produce products
for this. First, the production of bags and shoes are implemented solely by hand from expert artisans
in order to attain the highest quality of vegetarian leather. Besides, the bags of the Stella
McCartney’s bags can only be manufactured in the partial factories in Italy which are specialized in
the non-leather production. All the bags of Stella’s label are made of the recycled fabrics like
polyester. The viscose used in the summer collection 2017 is from sustainably specialized forests in
Sweden. The procedure of the pulp coming into a viscose filament is in Germany. Whereas, the yarn
and fabric are in Italy which supports the observable, translucent European supply chain.
Stella makes use of various materials for her brand as she is an animal right supportive. First,
vegetarian leather can be distracted from the vegetable, fruits coating or recycled constituents.
Second is using woods. All the woods used in the Stella products like bags, shoes, and accessories
come from the sustainably practiced sources. The third is a recycled fabric. The plastic water bottle is
used to get recycled polyester. It helps in reducing damage on the environment and moderates use
of petroleum as a raw material source. Fourth is organic cotton. Stella is constantly trying to enhance
the use of organic cotton in her designs from 2014. 72% of the denim cotton was prepared of
organic cotton and 54% cotton jersey was prepared from organic cotton. Fifth is using revived
cashmere. Stella interchanged all the virgin cashmere woolen garments with the revived cashmere
named Re.Verso™. This revived cashmere has 92% less damaging impact on the environment. Lastly,
using forest-friendly fabrics like viscose fabric.

Stella McCartney 2
As per the latest collection (FALL 2017 READY-TO-WEAR) “Faith and love inspire the collection”,
Stella tried to reveal the good in people within her work. Her message was flawless as she wants to
convey people together in the work done by her; politics is also part of it (Foley, 2017).
Stella has erected joie de vivre into her brand DNA, so it creates logic that she would echo the
astonishment hit karaoke dance party from last time at her appearance of FALL 2017 READY-TO-
WEAR. In this show, models chanted George Michael’s “Faith”, “All You Need Is Love” by her father
Paul and his fellow Beatles and “Brujas” by Princess Nokia, presents unforgettable lyrics. Stella
McCartney had her design signatures and she sticks with them season after season. Savile row-
infected couture is for fall, it is for the waist-conscious and marginally king-size people. The
appearance of a bare-legged coat dress is liked by her. Sexy athleticism? Stella was placing tracksuits
on her runways before it became a regular practice, but if people are in the market for a new one,
she has got it in extra green covered with zips and Rough-and-tumble. Stella used artworks of horses
in one of her Chloe collection and they emerged in this collection with a more upper-crusty sense. A
quilted byre jacket and a silk scarf tied just below the chin gave Claire Foy’s early Queen Elizabeth II
in the crown. Stella’s main notion for the evening was to layer embellished tulle shifts over short
solid colored knits. The amazement was the retro pointed bras; she covered under sheer plisse
evening pieces. She also added aspect on everything from a camel jumpsuit to a short plaid shift.
They will be disruptive. But its makeup was very natural and organic reflected the vision of the
designer (Phelps, 2017).
Conclusion
Stella McCartney has an eponymous label. Designing was her hobby and took it as a hobby in a
young age. She is renowned for her sharp and informal tailoring with the feminine edge. Stella is also
fame for her strict vegetarian system. She never used leather or fur in her production process. Her
products are also vegan-friendly and she is against animal testing. She focuses on offering high
quality to the customers which are less harmful to the environment. She makes use of different
materials for her brand to support animal right such as vegan leather, using wood, reprocessed
fabrics, gradual cotton, using revived cashmere and wood friendly textiles. She even focused on
reflecting well in people within her work.