Stella McCartney’s Mission to Save Birds in New Collection

After leading the charge to banish fur from fashion, Stella McCartney has turned her attention to a new cause — protecting birds. With the fashion industry responsible for the deaths of an estimated 1.5 billion birds each year, McCartney is determined to shine a spotlight on bird cruelty.

“When you see a pretty feather trim, or a puffer jacket with a down filling, I don’t think you necessarily register that a bird has been killed. And we all love birds, right?” McCartney remarked backstage at a street catwalk show near the Eiffel Tower as she launched her latest campaign.

Feathers have long been a staple in fashion, from delicate trims to down-filled coats. However, few consumers realize the impact on bird populations. For example, around one million ostriches are killed annually, and the South African ostrich industry alone contributes 62,000 tonnes of carbon-equivalent emissions. PETA has reported that a single Victoria’s Secret fashion show used 620,000 feathers from chickens, pheasants, and ostriches.

There has been progress, though. On the same day as McCartney’s show, Victoria’s Secret announced that its upcoming show would feature faux feathers. Earlier this year, Copenhagen Fashion Week also banned the use of feathers, marking a shift toward more ethical practices in the fashion world.

McCartney’s collection, aptly titled the Peace and Dove collection, featured symbolic nods to her cause. The show opened with Helen Mirren narrating a manifesto that imagined a world without birds, lamenting the loss of their song. Models walked the runway in garments that embraced the feather aesthetic without the cruelty—pastel dresses mimicking feathers were made from regenerated nylon, crafted from recycled plastic bottles. The dove, a symbol of peace, was also featured in jewelry pieces made from recycled electronics waste.

Other animals made an appearance in McCartney’s designs as well. The Ryder handbag, for instance, was crafted from apple-waste vegan leather and lined with hemp. Even the crocodile leather in the collection was cruelty-free, offering an alternative that didn’t sacrifice style for ethics.

Please sign this petition to Help Ban the Manufacture and Sale of Kangaroo Leather Products in the United States!

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