Stella McCartney’s newest bag, The Frayme, takes vegan leather to new heights.
The luxury handbag was made in Italy “with a cruelty-free ethos” that the brand says is aligned with its Autumn 2021’s vision of animals as our equals.
“Over the last year, as human activity slowed, we saw creatures of all stripes and sizes return to global cities,” the brand said on its website. [O]ur Autumn 2021 campaign celebrates animals as our equals – captured as a nature mockumentary shot by legendary fashion photographers Mert & Marcus, narrated by British comedian David Walliams and supporting Humane Society International’s (HSI) petition to create a fur-free society.”
The vegan Frayme bag takes classic brand codes but is “re-energizing them”, McCartney says, “elaborating on a visual narrative begun by our iconic Falabella [bag]. An oversized, mixed galvanic chain strap and an exaggerated version of our signature medallion are made from infinitely recyclable aluminum.”
The London-based brand founded by the daughter of Beatles legend Paul McCartney has never used leather, fur, or skins. But it’s taking things a step further with the Autumn 2021 collection: 80 percent of the collection is made with eco-friendly materials, making it McCartney’s most sustainable collection date. A move the brand says is “kinder to our fellow creatures and Mother Earth.”
Sustainable Fashion Ethos
McCartney touts sustainability as core to the brand’s mission.
“We are committed to always being responsible, honest and accountable today, with a positive impact on people, the planet and all its creatures so that we can protect it for tomorrow,” the brand says on its website.
“Our sustainable vision is guided by and accountable to our bold values – making every action count, inspiring trust and celebrating life. We are change agents; we are activists. We stand up and speak up for Mother Earth, our fellow animals and in solidarity with all humans.
“We strive to create the most beautiful, desirable products with the least impact on our environment. Our conscious values are also the inspiration behind our innovation. As industry leaders, we endeavour to create the most cutting-edge materials and animal alternatives, continuing to push towards circularity and being fully transparent by developing tools to measure and report our impact.”
Shop the Frayme bag styles here.