In recent years, more and more fashion brands have joined the “fur-free” camp, and Stella McCartney once sent a joint letter to the British Prime Minister, urging the UK to officially stop selling real fur and actively seeking sustainable alternatives. The brand also recently released a 2021 autumn fashion concept film, themed “Our Time Has Come,” humorously featuring “animals” as models in the film to convey a message of animal equality.
In a new fashion film, several models put on different animal headpieces such as rabbits, bears, parrots, wolves, and appeared in Stella McCartney’s latest fashion pieces, walking freely and joyfully on the streets of London or in the grasslands, bringing out the concept of animals and humans coexisting and living freely together.
The light and cheerful atmosphere in the film also conveys the brand’s A to Z manifesto, the fashion concept of “J for Joy,” bringing up the issue of banning fur in a humorous way. Stella McCartney also supports the online petition campaign of Humane Society International, calling for an end to cruel fur trade globally, raising public awareness of animal rights.
As for the new season designs exposed in the segment, it is the brand’s most environmentally friendly collection to date, using 80% sustainable materials in the entire series, echoing a zero-cruelty environmental fashion. In addition, it is not difficult to find that many new products have incorporated a lot of sports or outdoor elements, while also enhancing the functionality of the clothing in terms of design, paired with soft and flowing contour lines, encouraging everyone to go out together and experience joyful moments in life.
The clothing in the collection is presented in bright and vibrant colors, whether it’s suits, coats, or thick boots, all adorned with cheerful hues. As for accessories, the new season also features many eye-catching and playful designs, such as the Falabella and the brand new Frayme series handbags, Stella sneakers, etc., adding a touch of autumn fashion.
