Stella McCartney’s approach has been advocating societal and environmental issues. From female empowerment with her POP! Fragrance campaign to the exposing the environmental shortcomings behind the use of cashmere in fashion, she has a tendency to use her brand to support important issues in today’s world. In 2016 she publicized the problem with cashmere via short film. Stella highlighted the fact that cashmere is the raw material with the highest environmental impact, and that it bears very high environmental costs. As a consequence of this, Stella McCartney has replaced all of the virgin cashmere once used in her garments with a regenerated cashmere yarn made in Italy from post-factory waste, with a 92% reduction in environmental impact. Fittingly, the new cashmere material is called Re.Verso™.
DIRECTOR / Daniel Brereton
COUNTRY / United Kingdom, BRAND / Stella McCartney, RUNTIME / 0’44”