Still a Rebel?
Once a pioneer of ethical fashion, Stella McCartney now faces the challenge of staying radical in a world she helped transform.
Image courtesy of Stella McCartney, photography by Harley Weir, Theo Liu, and Inez & Vinoodh. Available via IG @stellamccartney © All rights belong to their respective owners. No copyright infringement intended.
Once celebrated as a radical voice in ethical fashion, Stella McCartney transformed how the industry viewed sustainability. From the start, she made clear choices: no leather, fur, or compromise. She embraced environmental partnerships and material innovation before “sustainable fashion” was a phrase. But now, in 2025, the landscape she helped build is crowded, complex, and evolving fast. The question is no longer whether McCartney is still green; it’s whether she’s still relevant.
In the early 2000s, McCartney stood nearly alone. The luxury world was still obsessed with excess, and her refusal to use animal products felt bold, even confrontational. She didn’t just signal change; she embodied it. Her brand offered sleek, sharp tailoring with a conscience; proof that ethics didn’t have to sacrifice aesthetics.
But two decades later, things have changed. Nearly every major fashion house has embraced some form of it, and high street brands market “eco” lines. Independent designers create collections using deadstock, mycelium, algae, and other biomaterials. Some are building entire ecosystems with repair studios, resale platforms, and community workshops. The bar is higher, and McCartney now feels less like a challenger and more like part of the establishment.
Recent collections from her brand remain faithful to her original mission: regenerated fabrics, plant-based leather, and low-impact production. But while the materials evolve, the aesthetic feels increasingly safe. The boldness that once defined her vision is now harder to find. Where McCartney once stood out for being different, today she blends in with other luxury brands offering similar ethics with sharper critique and fresher visual languages. Designers like Marine Serre and Priya Ahluwalia aren’t just changing what fashion is made of; they’re questioning who it’s for, what it means, and why it exists at all.
Of course, none of this erases McCartney’s impact. Her influence is profound, and her early work paved the way for every subsequent sustainable brand. But in a cultural moment where activism, transparency, and storytelling drive engagement, legacy alone doesn’t guarantee resonance. Gen Z consumers aren’t just buying green products; they’re looking for bold voices and radical intent.
One of McCartney’s most innovative moves in recent years, partnering with biotech firm Bolt Threads to develop Mylo, a mushroom-based leather, shows that she’s still interested in pushing boundaries. But the rollout felt oddly underplayed. The innovation was there, but the cultural moment wasn’t fully seized.
Stella McCartney remains a pioneer. She changed the game. But the game has changed again. Now, staying relevant means more than doing good—it means saying something. It means risk, reinvention, and cultural sharpness. The challenge she faces isn’t proving that she still cares about the planet. It’s proving that she can still surprise us.
