Since it’s conception in 2001, the fashion house of Stella McCartney has been pushing the boundaries of aesthetics and ethics, making luxurious products fit for the world we live in today. The problem is, the general public don’t really care, or know.
The work.
To really bring to life the incredible advances Stella McCartney is making in the world of fashion and beyond, I did an entire website rewrite. Taking the work they are doing, the innovations they are at the forefront of and the future of their lines, I created beautiful accessible stories to excite and engage with audiences. Sustainability narratives can often be very technically led, so this was very much a case of leading with emotion and humanity.
For this project, Stella wanted a strong focus on the what goes into each and every design. I wrote stories for every single material used across the brand, from vegetarian leather to biotech silk, showcasing the new, unique and spectacular ways that Stella is creating the future of fashion, today.
Silk.
Our dedication to innovation means we are always looking for new ways of bringing sustainability into our design methods while also creating the most beautiful product possible. A partnership with technology innovator Bolt Threads is allowing us to do exactly that with silk – and we are very excited about it.
Bolt Threads a biotechnology company located in California, is creating the next generation of advanced materials, and changing the future of silk as we know it. And it all starts with nature.
By studying the silk that spiders make, Bolt Threads were able to understand the relationship between spider DNA and the characteristics of the fibres they make.
Their technology allows Bolt Threads to replicate these processes, at scale, and create silk with remarkable properties, including high tensile strength, elasticity, durability and softness.
Not only is this method revolutionary, it creates cleaner, closed-loop processes for manufacturing, using green chemistry practices. It also produces less pollution, creates long-term sustainability and it is vegan friendly, because it is entirely made from yeast, sugar and DNA.
