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Public Service Announcement: Stella Kids' Mini-Activists are here!

We already brought you the green revolution here a few weeks ago: indeed the #ecofriendly movement is going from strength to strength. And because we all want a greener world and a brighter future, discover the first images from Stella McCartney Kids' spring-summer 2020 collection. Check out nature-loving children who are committed to positive change! Over 75% of the items worn in these images are made from sustainable fabrics such as organic cotton, ethically sourced viscose and even recycled polyester and nylon. A round of applause, please! For the launch, we were lucky enough to speak to the British designer who's been a big believer in all things green from
the get-go...


Can you talk to us about your Spring Summer 2020 collection?

When designing the summer collection, I thought about all these amazing strong-hearted kids we’ve been seeing in the news, who are out there marching for a better future for the planet. We took this ethos into the collection itself and as usual, this is reflected in the sustainable materials we used, but then also we made it more literal by printing slogans such as ‘Love More’, ‘Green Fingers’ and ‘Be Kind To Each Other’ on the clothes. I’m really proud to say that more than 75% of the collection is made from sustainable materials including organic cotton, sustainably sourced viscose from sustainably managed forests in Sweden which prevent deforestation and recycled polyester and nylon.

The fashion industry is amongst the most polluting - do you think it's moving in the right direction to ensure its green transition?

It’s funny to think when I first started out on this journey nearly 20 years ago, I was the outsider. I was the one being told I couldn’t have a successful luxury brand if I didn’t use leather or fur. Now I look around and see that the conversation is finally here. The world is crying out for change, the younger generation is standing up and telling us that our house is on fire and that we need to respond like we are in a crisis, because we are in fact in a crisis. It is inescapable now. As one of the most polluting industries in the world, the fashion industry is now at a crossroads and we are at a moment that we need to come together and achieve sustainable change to build a better future.


How do you work towards a more sustainable and ethical behavior in your day-to-day life?

There are so many things you can do, but I recommend starting small. Find alternatives to all the single- use plastic you use, take public transport, turn the heating off until you really need it... Also being vegetarian can really help reduce the impact you have on the environment when you see the hard facts and figures that the production of beef alone plays on the planet... it will really make you think twice about eating meat, believe me.


Can you recall a precise moment from your personal ecological awareness awakening?

I actually don’t really recall one defining moment as I guess it’s something that’s always been engrained in me. It all started with my parents. I learned so much from their strong ethics at a very young age which really opened my eyes! It’s how they brought me up. Mum and dad were world rights activists, vegetarians and environmentalists so that was just my normal way of life!