Stella McCartney uses Paris show to highlight ocean protection and wool alternatives

Stella McCartney used her Paris fashion week show to draw attention to ocean protection, animal welfare and alternatives to conventional wool. The designer said the collection was intended to focus on “sea life, not sea food”. Her presentation took place in the gardens of the British embassy in Paris and included ocean-inspired clothing, such as swimsuits styled as evening looks, dolphin T-shirts and dresses whose hems evoked waves.

McCartney said she had never really eaten fish and criticised the contrast between public admiration for marine documentaries and the consumption of seafood. She also argued that fishing causes extensive waste because many fish are thrown back dead. The show’s invitation included a video message from Sylvia Earle, the 91-year-old oceanographer who has spent more than 7,000 hours underwater, according to the supplied material.

Animal welfare was also central to McCartney’s remarks. She said there was no wool in the season’s runway presentation and welcomed that decision. The designer is developing wool alternatives, including Brewed Protein, a fermented material made with Japanese biotechnology company Spiber and used in her collections for the first time a year ago.

McCartney said responsibly sourced wool could be acceptable when animals were treated humanely, but argued that much current production was cruel. She said her company monitored its supply chain when using wool and that such oversight required substantial work and resources. Her comments came as animal rights returned to fashion headlines after a Peta protester was physically restrained at a catwalk show in New York.

McCartney’s presentation also included celebrity guests Jennifer Lopez and Juliette Binoche, alongside its environmental message.