“This effort is key to my life’s mission of bringing a conscience to the fashion industry.”

Stella McCartney has joined calls against the sale of fur after launching her Autumn Collection in central London this week.

The sustainable fashion designer, who has never used animal leather, feathers, fur, or skins in her designs backed the Humane Society International’s Fur Free Britain campaign saying: “Barbarism knows no borders.”

Her latest range is also touted to be her most sustainable line yet.

The collection called ‘Stella Sustainable’ is made with 80% eco-friendly materials including recycled polyester and elastane, organic cotton and linen, and ECONYL regenerated nylon, among others.

The range is an optimistic, energetic, colourful vision – elevating performance wear archetypes and refocusing them with softness, sensuality and fluidity.

 It features matching sets, printed garments, bold colourful outerwear, and chunky footwear. It also boasts a maxi version of Stella McCartney’s iconic Falabella bag, and the Frayme, a new style “remixing classic brand codes.”

The fashion house also released a short ‘mockumentary’ video with comedian David Walliams doing the voiceover as part of a campaign called ‘Our time has come’. The film seeks to publicize the animal cruelty-free movement, spread the message of “animals are our equals”, and market the new collection.

Additionally, it staged a guerrilla gathering at Piccadilly Circus on Wednesday, 16 June with brand ambassadors attending the protest wearing animal heads.  They were seen urging Londoners to sign the Fur Free Britain petition.

‘Barbarism knows no borders’

“While this campaign is light-hearted, I wanted to address a serious issue: ending the use of fur. Whether it is being sold here in the United Kingdom or farmed globally, barbarism knows no borders and this effort is key to my life’s mission of bringing a conscience to the fashion industry,” the daughter of Beatles Legend Paul McCartney said.

“I am proud to partner with Humane Society International and to help raise awareness of the incredible work they do – please join us in ending this horrendous practice by signing their petitions now,” says Stella McCartney.

‘Time to call time on fur’

Jeffrey Flocken, president of Humane Society International added: “Stella McCartney’s inspiring leadership on fur-free fashion is second to none, so we are thrilled to partner with her on this exciting new initiative calling for a global end to fur cruelty.

“Millions of animals on fur factory farms endure deprivation and pain for the fur trade, and animals trapped and drowned in the wild suffer terribly too – simply for fashion items no-one needs.

“We’re proud to stand with Stella McCartney and her celebrity advocates to say it’s time to call time on fur.”

Stella McCartney’s campaign and Autumn 2021 collection come amid a Call for Evidence launched by the government seeking public views on banning the import and sale of animal fur.

You can sign HSI’s fur-free campaign here.

• Read: British beauty brand The Body Shop to be 100% vegan by 2023

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