The 2014 London Stella McCartney Green Carpet Collection Launches at the Royal Institution of Great Britain in Mayfair Co-hosted by Livia Firth, Natalie Massenet, Stella McCartney and Anna Wintour

London September 14, 2014.

Stella McCartney reinforces her commitment to sustainability and partners with Livia Firth’s Eco-Age for the launch of the 2014 London Stella McCartney Green Carpet Collection at a unique sustainable event. This is the first time a sole designer has created an entire capsule collection according to the Green Carpet Challenge (GCC) Brandmark, a guarantor of social, ethical and sustainable excellence. Adhering to the highest environmental standards using only materials that are either recycled or sustainably certified, the 13 exclusive evening looks celebrate delicate femininity and bold graphic abstraction.

Stella McCartney comments:

“This collection is a huge step towards 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.”

Each aspect of the collection has been dedicated to creating fashion that respects the environment as much as possible ensuring zero deforestation, supporting ethical production, working towards carbon reduction, reusing and recycling of archival fabrics, ensuring the use of organic materials and through the sourcing decisions made, it supports local restoration efforts in the Argentina Grasslands.

Eco-Age’s Livia Firth comments:

“This breakthrough collaboration is a defining moment for the GCC Brandmark 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.”

In November selected styles from the collection will be available exclusively at Stella McCartney stores and online as well as on Net-a-porter.

Stella McCartney previously presented a one-off London Evening Collection in 2012 and her adidas by Stella McCartney collections during London Fashion Week. The Stella McCartney Summer 2015 collection will be shown as scheduled on September 29th in Paris.

Notes to editors:

The GCC Brandmark is awarded by Eco Age Ltd when the GCC® environmental, social and ethical benchmarks for a product or collection are met.

Retail prices for the available dress will range from £4,285 to £4,895.

About Eco-Age

Eco-Age is a brand consultancy that enables businesses to achieve growth by adding value through sustainability. Through its unique global communications platform, founded by Livia Firth, the Green Carpet Challenge (GCC®), it is able to deliver world firsts and brand enhancing partnerships with companies and brands.

About Stella McCartney

Stella McCartney is a 50/50 joint venture partnership between Ms. Stella McCartney and Kering established in 2001. A lifelong vegetarian, Stella McCartney does not use any leather or fur in her designs. The brand’s ready-to-wear, accessories, lingerie, fragrance, kids and adidas by Stella McCartney collections are available through 36 other free-standing stores including London, New York, Los Angeles, Tokyo, Hong Kong, Paris and Milan as well around 600 wholesale accounts in key cities worldwide.

About the Event

To celebrate the launch of the 2014 London Stella McCartney Green Carpet Collection every possible aspect has been considered to reduce negative environmental impact, ensuring a certified sustainable event. The collection is showcased within 5 different themed rooms, working with the film set recycling company Drèsd, all the furniture, décor and props used have either been reclaimed, recycled or upcycled from local UK based film, theater and TV sets; and will continue to be used again in future projects.

The Pub

A traditional English Pub has been recreated with furniture reclaimed from the film “Worlds End,” a bar built from materials used in the forthcoming film “Theory of Everything” and customized flooring built from end of run materials. Completing the mood, entertainment is provided by the Irish band “Holloway Rouges.” Pub grub is 100% vegetarian, in continued support of the Meat Free Monday campaign against climate change. The global meat industry is responsible for 14.5% of all greenhouse gas emissions and it is estimated that livestock production accounts for 70 per cent of all agricultural land use and occupies 30 per cent of the land surface of the planet.

The Magician’s Parlour

In the Magician’s parlour, Christopher Howell performs his illusions amidst and eclectic mixture of fine antiques and materials reclaimed from the films “47 Ronin” and “Everest;” as well as from the sets of various TV productions.

The Photo Studio

A photo studio courtesy of Canon features photographer Mary McCartney capturing the collection on film while models pose on top of a stage built and lit with reclaimed materials previously used in TV productions. The photo studio also provides the back drop for the reveal of 100 new limited edition Linda Camera Bags, custom designed to house the Canon EOS 100D White in collaboration between Stella McCartney and Canon. The Linda Camera Bag is made of an eco alter nappa that uses natural vegetable oil coating which is less harmful to the environment available in November.

The Artist Studio

To help support and promote young artists, former students of the prestigious Prince’s Drawing School in London have been invited to showcase their different styles and mediums. Each artist has been assigned to capture a look from the collection on canvas and paper as models pose on platforms built from reclaimed materials previously used in a TV set. All equipment used to create this space has been supplied by Drèsd artist studio.

The Forest

In support of the Forest Stewardship Council’s (FSC) campaign to promote environmentally appropriate, socially beneficial, and economically viable management of the world’s forests, a forest has been sustainably re-created out of trees, shrubbery, grasses and wood stumps from Pinewood studios’ previous and future film productions. The FSC has also endorsed the provision of all the ground covering and wood chips. The gate and roofing have been recycled from the set of the 2012 film “Les Miserables.”

About the Collection Materials

Ready-to-wear fabrics

Lace and print story

  • Handmade with embroidered lace in organic cotton yarn, made in France and Switzerland

  • Use of recycled archival print fabrics

    • Mimosa print, 72% cotton and 28% silk. Made it Italy originally from Summer 2008 collection

    • Flower print, 100% silk. Made in Italy originally from Spring 2008 collection

    • Bouillard spot print, 100% silk. Made in Italy originally from Summer 2012 collection

    • Painted spot print, 100% silk. Made in Italy, OEKO-TEX certified originally from Summer 2013 collection

    • GOTS Certified Organic Silk Fabric from German and Italian fabric mills

Color blocking story

  • All printing is by hand with OEKO-TEX certified water based inks

  • Certified Sustainable Patagonia Wool, raw material from the grasslands of Patagonia in Argentina and woven in Italy.

  • GOTS Certified Organic Silk Fabric from German and Italian fabric mills

Bags and Jewellery

  • Black and white marbled recycled plastic locally made in the UK

  • Bio acetate hard plastic is made from natural materials. Made in Italy

  • Brass is composed of 30% recycled brass from previous collections

  • Lining in bags is made of 100% Recycled Polyester. Made of plastic water bottles

Shoes

Platforms

  • Shoe uppers are made of New Life recycled polyester (made from recycled plastic water bottles)

  • Shoe lining is made of eco alter nappa

Wedge

  • Shoe wedges are made of sustainably certified beech wood covered with rosewood veneer

  • Shoe upper is made of New Life recycled polyester (made from recycled plastic water bottles) and recycled archive fabrics

 About the artists

All the artists featured have been enlisted from the Prince’s Drawing School.

Prince’s Drawing School

Founded by The Prince of Wales, the Prince’s Drawing School is one of a few institutions in the world offering in-depth, quality tuition for the development of observational drawing skills. Located in the gallery and design studio rich area of Shoreditch, Hackney, the school delivers instruction from distinguished artists and teachers from leading institutions including The Royal Academy, The Royal College of Art and The Slade.

Claire Price. Born in Somerset but now based in East London, Claire attended Oxford University and graduated with a 1st class BA in History. She attended the Prince’s Drawing School where in 2013 she receiving the Graphic Novel prize in her final exhibition. Her art work is inspired by people, ideas and stories. This year she was included in the Royal Academy Summer Exhibition and the Threadneedle Prize Exhibition. She continues to pursue her practice, alongside working at The Prince’s Drawing School, and tutoring Drawing and History.

Rachel Mercer. Rachel studied at Cardiff School of Art and Design and completed her masters at The Prince’s Drawing School. She now lives and works in London. Inspired by traditional Chinese ink painting and its serenity, delicacy, celebration of nature and illustration of philosophical ideas, her work balances tone and colour by creating a sense of space and luminosity. Her portraits evoke an inner a state of meditative reflection of the sitter, whilst her botanical studies express her emotions of wonder and interest in ecology.

Lilias Buchanan was born in Dundee, Scotland and graduated from Central Saint Martin’s with a 1st class BA in Graphic Design. She then attended The Prince’s Drawing School, winning the Patron’s Prize. Her work is currently part of the permanent collection at The House of St. Barnabas in Soho alongside works by Tracey Emin CBE, The Chapman Brothers and Yinka Shonibare MBE.

Kione Grandison recently finished her second year of A levels at Fine Arts college Hampstead where she has studied Fine Art, History of Art, Textiles and AS Photography. Her artistic style plays on different mediums of drawing and painting. She continues her Fine Art education at Wimbledon University.

Daniel MacCarthy graduated from the Princes Drawing School having previously completed a history degree at the University of Sussex. Originally from Herefordshire, He now lives and works in east London. His work encompasses painting, printmaking, drawing and photography. His subject matters stem from a need to tell stories that connect with his own experience.

Nicholas Bush is a graduate of the Glasgow School of Art and the Prince’s Drawing School in London. He has a studio in the Harvey’s Depot in Lewes, East Sussex where he teaches drawing classes.  His work is held in many private collections in Britain.

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