Stella McCartney on Wednesday launched an exclusive range for
Brazilian consumers at Sao Paulo Fashion Week, saying she was
targeting a “cool and sexy” market. “For me, Brazilian women are cool
and sexy I have to say, and they are definitely aware when it comes to
fashion,” the 43-year-old designer said.
“I think they’re very much at the forefront of fashion,” said
McCartney, daughter of Beatles legend Paul, as she launched the
apparel for C&A. She added she was driven by a desire to take a
sustainable and responsible approach to her work — values she said
came from her parents. “I grew up in the countryside, on an organic
farm, so I was very aware of the seasons of nature.
“So for me, when I went into fashion, I wanted to be responsible, and
have a different take on luxury fashion, where I would not work with
fur or leather,” said McCartney, adding she wanted her collection to
be affordable options for the buying public at large. “I try to
approach what I do in fashion in a sustainable and a responsible way,
so not only in the materials that I use, but the way that I source and
manufacture my product,” she said of a range priced between 35 and 150
US dollars and made from fabrics including cotton, viscose, lame and
lace.
Working on collaborations such as her current one with the C&A chain
meant “pausing fast-fashion, just slowing it down for a moment, so
that the consumer who maybe can’t afford our clothes can come and have
a different experience with C&A.” McCartney said she saw her range as
“quite timeless, so it’s fast-fashion — but it’s meeting luxury in a
way that you will have these garments, I hope, in the way they’re
designed, in the way which we’ve sourced the highest (quality)
materials we could with C&A.
“I think what we have done here is a good example of what we can do
with fast fashion. I think they will last you longer than normal
fast-fashion,” said McCartney, adding she was “emotionally attached to
everything I create.” She told reporters fashion was “not just about
luxury,” hence her collaboration with a high street store. “I also
worked with a lot of sustainable and environmentally friendly fabrics
in this collaboration, so for me, it’s about doing fast-fashion in a
way that just slows it down a little bit,” McCartney explained.
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“C&A is an incredible brand. It’s been really exciting as we’ve worked
together once before. Much, but not all, of the collection is
Brazil-made, with some items produced in Asia — primarily China and
India — C&A vice president Paulo Correa said. Correa noted McCartney
had launched an exclusive Brazil range in 2011 “and it was very
successful.” (AFP)