“We Must Act Now”: This Stella McCartney Capsule Supports Greenpeace’s Efforts To Save The Amazon
In ‘Get Your Greens’, an ongoing series in line with Earth Day, British Vogue explores how the industry is advancing towards a greener future.
You may have seen the headlines about the fall in global carbon emissions attributed to the pandemic. But did you know that deforestation reached a 12-year high in 2020? The precious Amazon, the world’s biggest rainforest, is home to 40,000 different species (10 per cent of all of the planet’s species), 400 billion trees and is the world’s largest carbon sink [an environment that absorbs carbon dioxide from the atmosphere]. It is a haven of biodiversity – the lungs of the Earth. And yet, nearly 20 per cent of it has been destroyed, with further irreversible damage imminent if the situation continues.
“I passionately believe we must act now,” Stella McCartney, campaigner and designer, tells British Vogue. To honour Earth Day on 22 April, she has unveiled a capsule of tees and sweatshirts – inspired by vintage activist designs – as part of her spring/summer 2021 collection. Stella called upon friends of the brand and people she admires, including Tamu McPherson, Jessie Andrews, Jayda G and Stéfi Celma, to photograph the pieces in different locations around the world.
The release is designed to raise awareness of Greenpeace’s Act for The Amazon campaign, which aims to put an end to harmful deforestation, industrial agriculture and meat production in the Amazon. (You can sign the petition here.)
Stella McCartney spring/summer 2021 Greenpeace capsule.
Serendipitously, Stella’s brand is marking its 20th anniversary as Greenpeace turns 50, so there couldn’t be a better time to unveil the collaboration. It’s the latest move from a designer who was banging the environmental responsibility drum well before the climate crisis began to be treated as a matter of urgency by the wider fashion industry. “I have such high hopes and aggressive goals for change that time passes me by. But, obviously, time is critical. There’s lots to be done,” she told Dana Thomas in British Vogue’s November 2020 issue.
The burning and clearing of forests for animal grazing or growing feed is a major contributing factor to deforestation. Data collected in 2020 showed an area as large as the UK had been burned in Brazil, leaving Indigenous people on the frontline as their homes, livelihoods and lives were threatened by the ongoing destruction.