Feel-good fashion: How the industry is cleaning up its act

Feel-good fashion: How the industry is cleaning up its act

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Stella McCartney has always been a passionate exponent of cruelty-free fabrication

In her sapphire-blue trouser suit and platform sandals, Marie-Claire Daveu doesn’t look like your generic eco-warrior. Actually, the suit is by Stella McCartney, so its cruelty-free credentials are promising. The shoes, though, are Saint Laurent and score well on style, less well on sustainability. But if Daveu has her way, they – and every other product produced by the luxury giant Kering’s 20 or so brands (including Christopher Kane, Alexander McQueen, Balenciaga, Puma, Boucheron and Bottega Veneta) – will in the next decade become exemplars of the highest ethical standards. As Kering’s chief of sustainability, a role she took on in 2012, Daveu, with her 50-strong team, faces a complex task. Which is better, farmed python or wild? From the point of view of Peta, neither, clearly. But Daveu’s a pragmatist. “We’re a company that makes things,” she says, “so the question is, how to do that…

 [“Source-telegraph”]