Pure Joy Is Stella McCartney's Greenest Ever Pre-Fall 2021 Collection

Buckle UP LVMH Brands. Stella McCartney Is Coming for Your Waste

Stella McCartney is on the hunt for waste. The designer has become so good at using up her production materials waste, that she’s in need of other luxury brand production closets to clean out.

“A lot of these pieces are limited edition because when we run out, we run out. I don’t care if I’m cutting off my nose to spite my face, I’m going to save the bloody planet,” McCartney exclaimed in her Vogue interview about her pre-Fall 2021 collection. Note that Stella hates the terms pre-fall and pre-spring, as it minimizes their significance by calling them ‘commercial’ compared to the actual ‘runway’ collection.

McCartney’s business operations have been so successful at using up waste, that when the designer inquires about that faux fabric she loves, a team member rings a metaphorical ‘gone’ buzzer. “I said, ‘Where did our faux fur go?’ They said, ‘Stella, we used it up last season!’” And so, some materials will have to be reordered for the Stella McCartney brand, “but really precisely, so we don’t incur any waste.”

Ali Hewson and Bono wearing Edun and carrying bags created in collaboration with LVMH's Louis Vuitton brand in 2010.

LVMH is divesting its 49 percent stake in the eco-conscious made-in-Africa Edun brand, founded by Ali Hewson and her husband Bono in 2005. The luxury conglomerate is selling its shares back to the founding couple with ambiguity surrounding its future. For the present, all business operations for the brand will cease. “In light of a joint review of the business, Edun is restructuring its operations in preparation for its next chapter and LVMH will transfer its shares back to the founders,” said LVMH in a statement.

The move follows news that Tomas Maier is shutting down after Kering withdrew its support, and that Christopher Kane is also in talks to buy back stock in his own company.

AOC joined many in applauding the socially conscious brand with psychological and emotive ties to Africa. In reality, the brand saw high creative-director turnover as it struggled to create a style and product reality inspiring supporters to get out their wallets.