The Stella McCartney brand has become a green fashion pioneer that evolves in line with industry changes and prioritises material and production innovations. By creating a core ethos and identity around environmentally-friendly practices, it has become a go-to label for values-led fashionistas.

As ‘take, make, and waste’ approaches of linear consumption models come under scrutiny, people are changing their priorities from being responsible consumers to becoming responsible owners. What role can brands play in facilitating and leveraging this broader turn towards stewardship?

Woola offers a solution to plastic pollution and wool waste by converting leftover wool into eco-friendly packaging, winning it the 2023 LVMH Innovation Award in the Sustainability & Greentech category. With supply chains under scrutiny, brands are having to innovate to satisfy discerning shoppers.