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In Focus: Stella McCartney x PETA

By Vivian Hendriksz


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London - British designer Stella McCartney is often cited as the leading advocate for sustainable and ethical fashion. Her namesake designer label is both fur and leather free and made with the most considered resources - but this does not mean that the designer shies away from featuring real fur in her advertisements - cat fur that is.

As part of a new campaign supporting PETA's spay and neuter initiative and The Battersea Dogs & Cats shelters across the country, the designer has transformed her store windows around the global into cat crazy havens. Graphic cat neon installations will be featured in 19 Stella McCartney stores in the UK, Europe and Asia, from now until September. "Larger than life neon cats have been installed in our windows to raise awareness of PETA's latest campaign to spay and neuter cats in an effort to combat the animal overpopulation crisis," wrote the designer on Facebook, encouraging shoppers to drop by any store for more information on the campaign.

Stella McCartney's new window campaign also ties in with the launch of the label's Autumn/Winter 2016 collection, which was inspired by the designer's love for animals, and features numerous animal prints, accents and references. In order to help raise awareness for both animal organizations, the designer, PETA and the Battersea Dogs & Cats home have also launched an online campaign under the hashtags #StellaMcCATNEY and #StellaSupport.

In addition to raising awareness surrounding the importance of spaying and neutering cats and adopting resuce animals, McCartney is also encouraging shoppers to donate both organizations. Each store window will also contain messages to encourage contribtions and donations to the animal charities, with all the proceeds raised being donated after the campaign ends in September. The donations to Battersea Dogs & Cats will be raised in 2 London stores from Stella McCartney and will go towards the cost of caring for the dogs and cats at their 3 shelters across the UK. The funds raised for PETA from all Stella McCartney stores worldwide go towards supporting its mobile clinics which spay and neuter thousands of animals around the world each year. At the end of the season, all the window cats will also be "adopted" by PETA and Battersea Dogs & Cats.

This is not the first time McCartney and PETA have worked together. Over the years, the ethical designer has supported numerous campaigns launched by the animal rights's organization, including its battle against the industry use of leather. Stella McCartney has also been honoured and celebrated in PETA's Vegan Fashion Awards and cut ties with one its wool suppliers in Patagonia, Argentina following an undercover expose.

Photos: Stella McCartney Facebook and stellamccartney.com

Ethical Fashion
Stella McCartney