Stella McCartney’s new collection of sunglasses features a new eco-friendly material that is both of natural origin and renewable resources.
As a signatory of ‘The New Plastics Global Commitment’, launched by the Ellen MacArthur Foundation, Stella McCartney has pledged to eliminate all unnecessary and problematic plastics by 2025. By this deadline, the brand is also committed to ensuring that 100% of plastic can be easily and safely reused, recycled or composted, circulating the plastic produced and making it into new packaging or products.Stella McCartney has strived to be a leading sustainability-focused brand since its launch in 2011. Over the last years, it has committed to never using leather or fur, pioneered new alternative materials and promoted several environmental and social causes.
In a new video campaign starring model Lindsey Wixson, the label explained that the new material replaces “strange plastics made from fossil fuels”, helping it move towards its goal of eliminating all unnecessary and problematic plastics by 2025.