I am proud to say I believe our generation care more than ever. Not just about what a brands clothing looks like - but also what it represents and gives back to the world.
I can say I am a product of this notion. It was just the other day I bought a black hoodie from ASOS’s new brand ‘Collusion’, not because I needed another black hoodie, but because they have created a gender fluid, animal-free, sustainably sourced collection and this is something I want to support.
It is important to celebrate the brands who go the extra mile to do more for society than just add to consumerism. I mean, at least they are opening minds, raising awareness and consider the bigger picture than just selling products.
I think we can all agree a brand that represents this idea and should be celebrated for it is Stella McCartney. Their mission statement promises to be considerate of the environment, animals and people, and most importantly, our future. Working with Nature, not against, Stella uses as many sustainable materials as possible, sources viscose in a way that protects forests and the animals that inhabit them and use organic cotton to eliminate the use of toxic chemicals, improve soil condition and increase water conservation. Stella partners with organisations such as Canopy, Parley for the ocean and Wildlife Works to name a few, who are all imperative to Stella’s success within sustainability.
Stella McCartney has contributed to breast cancer awareness through compelling campaigns since 2014, a disease close to her heart after sadly losing her mother in 1998. She is now launching her own charity ‘Stella McCartney Cares Foundation’ to contribute towards victims, survivors and families affected. Stella launched ‘All is Love’ a fashion film this year starring actor Idris Elba showing the harsh reality of women affected by breast cancer. The honest aesthetics of mastectomy scars during this film tells its own story and is enhanced by an emotive poem read by the actor, whose family has also been affected by breast cancer. This campaign is one that made my hairs stand on end and compelled tears to run down my cheeks, there is nothing better in advertising than allowing the consumer to relate in a much deeper level as it does here. Hats off to Stella, director Mollie Mills and photographer Ana Sting.