Stella McCartney pre-fall 2016 look
British fashion label Stella McCartney is pouncing on cat overpopulation through its support of the nonprofit activism organization People for the Ethical Treatment of Animals.
In the brand’s boutiques around the world, neon cats have been installed in the windows, creating illuminated awareness for the campaign. As many luxury houses are put in PETA’s spotlight for alleged abuses, Stella McCartney is instead teaming up with the organization due to shared values and advocacy.
Cats for a cause
Stella McCartney’s pre-fall 2016 collection is catty, with printed textiles featuring cat faces and apparel and accessories adorned with leopard and tiger prints.
Stella McCatney with Stella McCartney's pre-fall collection
To celebrate the launch of the pre-fall pre-order, Stella McCartney launched the hashtag #StellaMcCATney, a reference to the collection’s collaborator, who uses that handle on Instagram. Consumers are asked to share photos of their cats this summer using the hashtag, with choice images being shared by the brand.
Taking its feline affection a step further, Stella McCartney is using its position to raise awareness for PETA’s spaying and neutering campaign. Large neon cats have been installed in the brand’s windows, creating an eye-catching billboard for the cause.
Before it teamed up with PETA for this initiative, the Kering-owned Stella McCartney brand recently came under fire for the unethical treatment of animals.
PETA brought to the brand’s attention that one of its 26 sustainable wool producers from Ovis 21 in Patagonia, Argentina was mistreating the sheep on its farm. Stella McCartney, the daughter of music icon Paul McCartney, has built her fashion brand through sustainability practices and without the use of any leather, fur or animal skins, causing this report to go against the label’s core DNA.
Other brands, including Prada and Hermès, have seen negative reports from PETA about the treatment of animals used in the production of their garments and accessories. As opposed to other labels' responses to criticism from PETA, in which statements are issued via their brand channels only, Stella McCartney chose to release her statement on PETA's Web site (see story).
Working with PETA on its cat campaign in this manner reinforces the sustainable, vegan belief system the label was founded on.