Photo @ Stella McCartney
As a fashion lover, you surely must know by now that Stella McCartney has long advocated for sustainable and cruelty-free fashion. Now with her non-profitable platform “Stella McCartney Cares”, the British designer wants to educate the next generation of fashion designers and sponsor a shift in attitude and practices, “leading the way for a more sustainable, environmentally-friendly future”.
The social-media campaign she launched, #ThereSheGrows, has been a massive success on Instagram and reached, so far, 200 million people. The campaign has raised awareness of the endangered Leuser Ecosystem in Indonesia, but this was just the beginning. The daughter of The Beatles’ Paul McCartney wants to turn awareness into action, and encourage people to become agents of change to protect endangered forests all over the world!
What is “There She Grows”
You make a short video dedicating a tree in a loved one’s name and post it on Instagram using the hashtag #ThereShe Grows, and then, nominate a friend to do the same. McCartney pledged to make a donation in the name of the person you chose to Canopy Planet, to protect the endangered forests in Indonesia. The campaign has gone viral thanks to the celebrity friends of the designer like Karlie Kloss, Gwyneth Paltrow, Jimmy Fallon, Julianne Moore, Oprah, Leonardo DiCaprio, Justin Timberlake and the daughter of Princess Caroline of Monaco, Charlotte Casiraghi, to name only a few.
What is the Leuser Ecosystem?
The endangered rainforest in Sumatra, Indonesia, is the last place on earth that has orangutans, rhinos, elephants and tigers still co-existing in the wild.
What does a fashion designer have to do with it?
Many of the Rayon and viscose fabrics used in fashion come from ancient and endangered forests like the ones in Indonesia. In fact, 150-million trees from forest ecosystems disappear into clothing every year, not to mention the wood used for packaging. McCartney wants to help protect these ancient forests.
How to become an agent of change
On the Stella McCartney Cares website, you can find easy ways to become an agent of change and help the environment. Here are some examples:
. Shop smart: buy less and wear your clothes more times.
. Choose organic cotton and viscose that comes from sustainably-managed forests.
. Go paper-free; go digital with documents, bills and statements.
. Go plastic-free.
. Plant a tree.
. When shopping, reduce, reuse and recycle.
The planet thanks you,