Earth Day is coming on April 22 and Stella McCartney is here to remind you how to take care a good care of it. The reminder comes in a form of lighthearted fashion videos.
McCartney rolls out a series of videos, made in partnership with clothing-care system Clevercare, addressing sustainability and how to incorporate it into fashion practices. The first video shows models Sam Rollison and Charlotte Wiggins talking about climate change and how as customers, we can help the ailing Earth by caring for our clothes. The models further suggest that fixing worn-out clothing items is more eco-friendly than just tossing them away. They also point out that wearing your clothes an additional three months results in 5% to 10% reduction in your closet’s carbon, water, as well as waste footprints.
Throughout the month, the brand will be posting a number of additional videos, each showcasing different topics around sustainable fashion. The next installment talks about how you can take care for your denim, which you can watch here.
This is not the first time McCartney has been vocal about her environmental values. Be it through words or actions, the designer has previously championed animal cruelty-free design through her “Skin-Free Skin” leather in her collections, spoken against fellow designers who still use fur and called out the fashion industry on its sustainability shortcomings.