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The Business of Fashion on Instagram

The Business of Fashion on Instagram

An essential daily resource for fashion creatives, executives and entrepreneurs all over the world.

Stella McCartney wants to save the planet. She also wants to sell new clothes. Her latest ad campaign is an attempt to do both. Featuring an unlikely mix of models and activists from the environmental group #ExtinctionRebellion, the  Agents of Change  campaign is intended to promote the brand s more environmentally conscious clothes while also calling for #climateaction.

It s an unlikely association, even for a brand that has long been an industry leader on environmental issues. Extinction Rebellion has been vocal in highlighting fashion s negative impact on the planet and earlier this year called for consumers to stage a year-long boycott on buying new clothes   a message seemingly at odds with a seasonal ad campaign. The decentralised movement didn t coordinate the individual activists  participation in the campaign, but said it is in  positive talks  with #StellaMcCartney.  We believe that the world has enough clothing and textiles in circulation. We invite the good people in the fashion industry to join us in calling for an end to unnecessary consumption, excess and waste,  the group said in an emailed statement.

The move is hardly the first time a fashion brand has aligned itself with a cause or weighed in on a controversial topic. But McCartney s latest campaign is another sign that mainstream players in the industry are becoming bolder in their activism. Still, for some, the campaign missed an opportunity to do something more ambitious, to drive greater change and a more meaningful conversation. Weigh in with your thoughts below and continue the story at businessoffashion.com [Link in bio]  : @stellamccartney
Stella McCartney wants to save the planet. She also wants to sell new clothes. Her latest ad campaign is an attempt to do both. Featuring an unlikely mix of models and activists from the environmental group #ExtinctionRebellion, the Agents of Change campaign is intended to promote the brand s more environmentally conscious clothes while also calling for #climateaction. It s an unlikely association, even for a brand that has long been an industry leader on environmental issues. Extinction Rebellion has been vocal in highlighting fashion s negative impact on the planet and earlier this year called for consumers to stage a year-long boycott on buying new clothes a message seemingly at odds with a seasonal ad campaign. The decentralised movement didn t coordinate the individual activists participation in the campaign, but said it is in positive talks with #StellaMcCartney. We believe that the world has enough clothing and textiles in circulation. We invite the good people in the fashion industry to join us in calling for an end to unnecessary consumption, excess and waste, the group said in an emailed statement. The move is hardly the first time a fashion brand has aligned itself with a cause or weighed in on a controversial topic. But McCartney s latest campaign is another sign that mainstream players in the industry are becoming bolder in their activism. Still, for some, the campaign missed an opportunity to do something more ambitious, to drive greater change and a more meaningful conversation. Weigh in with your thoughts below and continue the story at businessoffashion.com [Link in bio] : @stellamccartney

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