Stella McCartney Reimagines Luxury with ‘Save What You Love’ Campaign


Stella McCartney Soars at Paris Fashion Week with “Save What You Love” Manifesto. Stella McCartney’s Summer 2025 runway show at Paris Fashion Week was a powerful statement, driven by a “Save What You Love” manifesto narrated by the legendary Helen Mirren. Inspired by Jonathan Franzen’s “The End of the End of the Earth,” the show celebrated the beauty of birds and urged a call to action for their protection.

True to her commitment to ethical fashion, Stella presented a collection crafted with utmost respect for the environment. An impressive 91% of the materials used were conscious, reflecting the brand’s unwavering dedication to sustainability. Models carried Stella Times newspapers, highlighting the collection’s key features and introducing Stella Ryder, the brand’s new vegan icon.
Innovation in Every Stitch:
The runway showcased several groundbreaking innovations.

Hydefy: A world-first, the collection featured Hydefy, a revolutionary silver edition created from fungi and sugar cane derivatives, pushing the boundaries of sustainable materials.

Cloud Knits: Crafted from recycled and recyclable nylon yarn, derived from plastic bottles and caps, the cloud knits offered both comfort and environmental consciousness.

Doves in Gold and Silver: In collaboration with 886 by The Royal Mint, the collection featured doves hand-carved in gold and silver, repurposing electronic and medical waste.


The Summer 2025 runway witnessed the debut of the Stella Ryder, a vegan icon sculpted to a curved silhouette, reminiscent of a horse’s back – a nod to Stella’s love for animals. This exquisite creation represents a new level of cruelty-free craftsmanship and is available for pre-order now, with deliveries commencing in November 2024.

The collection reimagined codes of power, sensuality, and sport, translating them into tactile fabrics and soft shades, punctuated by vibrant reds and sky tones. Classic Stella codes, such as Savile Row tailoring, alluring semi-sheer organic silk chiffons, and fluid pleated gowns, were reinterpreted with a contemporary edge. Hand-painted dove prints adorned organic silk, while laser-perforated vegan alternatives to leather added a touch of sportiness.

The Summer 2025 collection also introduced the vegan Stella McCartney x adidas Rasant trainers, inspired by vintage racing shoes and featuring cascading laces. These sneakers pay homage to the iconic adidas Monza styles worn during Stella McCartney’s groundbreaking Spring Summer 2002 runway show, marking the launch of her eponymous fashion house.

Stella McCartney’s Summer 2025 collection at Paris Fashion Week was more than just a fashion show; it was a powerful statement on sustainability, innovation, and the importance of protecting our planet. By seamlessly blending style and ethics, Stella continues to inspire and lead the industry towards a more conscious future.

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2nd Dubai Sustainable Fashion Summit

Dubai,
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12-13 February 2025