{"id":12915,"date":"2016-11-04T17:57:19","date_gmt":"2016-11-04T21:57:19","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/stella-mccartney-making-faux-feather-a-luxury\/"},"modified":"2016-11-04T17:57:19","modified_gmt":"2016-11-04T21:57:19","slug":"stella-mccartney-making-faux-leather-a-luxury","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/stella-mccartney-making-faux-leather-a-luxury\/","title":{"rendered":"Stella McCartney: Making faux leather a luxury"},"content":{"rendered":"

Stella McCartney: Making faux leather a luxury<\/strong>\u00a0<\/strong><\/p>\n

While the term luxury in itself and even less so the luxury industry might be connected to a sustainable image, Stella McCartney has succeeded in building a powerful eco-friendly luxury brand.<\/p>\n

Luxury goods and sustainability \u2013 does that go together?<\/strong><\/p>\n

Luxury \u2013 the term itself finds its origins in the Latin word \u201cluxus\u201d, which translates into \u201csplendour\u201d, \u201csumptuousness\u201d, \u201cexcess\u201d or \u201cextravagance\u201d. More so, thinking about the luxury industry evokes thoughts of precious and rare materials, that usually require a high amount of resources to manufacture. Taken together, luxury initially sounds more at crossroads with a sustainable use of resources and conscious strategy about climate change.<\/p>\n

When writing my thesis about the future of personal luxury goods a couple of years back, I found that experts were skeptic about eco-friendliness becoming a more important purchasing consideration for luxury goods going forward. (1) More recently, however, a variety of academic and business publications have described sustainability as \u201cthe next big thing\u201d for the luxury\u00a0industry. (2)<\/p>\n

How Stella McCartney is leading the way<\/strong><\/p>\n

 <\/p>\n

\"Sustainable<\/a>
Sustainable Black Jacket \u2013 Black shirt in silk \/ Paper \u2013 Short in organic cotton\/ Plexi \u2013 Black Shoes\/ Gold Falabela in faux leather<\/figcaption><\/figure>\n

The designer Stella McCartney \u2013 and daughter of Paul McCartney \u2013 has made sustainability a key priority for her. Founded in 2001, her fashion label is part of the powerhouse Kering and focuses on women apparel and handbags, starting at price tags of $1\u2019000. Her efforts of achieving a low-carbon footprint are based on two key pillars.<\/p>\n