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Stella McCartney turns the red carpet green

Fashion Week's New Standards

London Fashion Week set the stage for sustainable fashion in Septmeber 2014, with a performance that fused high-fashion with low-environmental impacts. Joined by co-hosts Livia Firth, Natalie Massenet and Anna Wintour at the Royal Institution of Great Britain, Stella McCartney launched her capsule Green Carpet Challenge (GCC) collection "This collection is a huge step toward what I always have aimed to achieve, to push the boundaries and stereotypes of sustainable fashion by proving that 

 

  IT IS POSSIBLE TO CREATE AND DELIVER BEAUTIFUL, LUXURIOUS EVENINGWEAR CAUSING LITTLE TO NO HARM TO THE ENVIRONMENT.”
 

Zero deforestation, ethical production, carbon reduction, reuse and recycling of archival fabrics; the collection covers it all. From the sourcing of certified sustainable and organic materials, to supporting the restoration of the Argentina Grasslands, every inch of the collection's 13 gowns are crafted in respect for the environment. Not a new-comer to the green carpet, Stella McCartney was amongst the first to take on the Challenge back in 2011. These latest creations make her the first ever designer to take the Green Carpet Challenge to the next level, with the creation of an entire collection.

Stella McCartney Green Carpet Challenge Collection

Beginning in an era where sustainable fabrics were not widely-reputable for their quality, the Green Carpet Challenge's mission is to change fashion's relationship with sustainabiltiy. Founder behind it all, Livia Firth, joined Stella McCartney at the collection's unveil "This breakthrough collaboration is a defining moment for the GCC brand mark and very poignant for me as creative director of Eco-Age, as 
 

STELLA WAS THE FIRST BIG DESIGNER TO TAKE PART IN THE GREEN CARPET CHALLENGE AND IS NOW THE FIRST TO PRODUCE AN ENTIRE COLLECTION.

 

This exquisite collection displays all that is unique in Stella’s design ethos, wonderfully enhanced by the partnership with the GCC.”