It’s apparent that the retail sector is getting on board with the sustainability movement, whether it be H&M’s Conscious Collection or Monolo Blahnik’s sustainable capsule collection coming out this spring. The fact these two such different brands are moving in the same direction shows that the demand for environmentally friendly clothing and accessories is something that defies price-point and works on multiple levels and business models. One more high-end brand is throwing their hat into the proverbial “green” ring, UK fashion designer Stella McCartney.

McCartney is launching a line of Eco-Friendly Sunglasses. The collection that will launch next year will be made from more than 50 percent natural and renewable materials.

The British designer is a famous vegetarian and environmentalist. In the past she has committed to not using leather or fur in her designs. She has embodied the beliefs of her parents—Beatles music icon Paul McCartney and the late Linda McCartney, who were also environmentalists—and is challenging the fashion industry.

When asked about the line by Women’s Wear Daily, McCartney said: “The greatest challenge was the amount of time that was spent on research and testing to get the best quality product possible with the highest performance in terms of resistance, while still maintaining the style and finish we always try to achieve.”

Her line will encompass five looks, three will be acetate and two metal frames. Acetate is a renewable substance as it is a plastic derived from citric acid and a bio-injected plastic that contains castor oil seeds.

Stella McCartney has ventured into the world of sunglasses before, when she collaborated with Luxottica in 2009. This experience will serve her well with this new line.

With both high and mid-priced brands, designers are changing the face of the fashion industry. Fashion has long been equated with luxury, indulgence and extravagance, but these designers understand the concept of corporate social responsibility and the importance of sustainable options. In order for something as large as the fashion industry to change their practices it takes brands like H&M and forward thinking designers like McCartney and Blahnik to make that happen.

November 29, 2011
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