Debonair PR representing Client Stella McCartney My PR Company, Debonair PR, have a lot of fantastic, talented and successful clients, one of whom we are working with at the moment; namely Stella McCartney, who is one of the world’s leading British fashion designers. Stella is known for her fresh, feminine and simple tailoring and wearable designs. She says in a interview with, Bibby Sowray, “Its not about what it looks like in the studio or on the runway. It’s what it looks like on a real person that matters.”(British Vogue 2012) Stella McCartney, like her mother Linda, is a big supporter of animal rights. This is highly represented in her brand values as she doesn’t use leather or fur in any of her designs. Instead, her belts and bags from raffia and fabric and her shoes are made from vinyl or plastic. She is a strong believer in making a difference and spreading the awareness to the public. In Stella’s own words, “I think it’s important to educate oneself, to try to provide a high-quality product for the consumer and not to lose any of the desirability, and yet also to try to be more responsible in the way that you think and the way you source your materials.” Stella also says, “I think that the consumer has to be aware and has to act responsibly in terms of things he or she buys, and to start limiting the demand on products that are environmentally friendly.” ( The Ecologist 2009) Stella McCartney is highly known for her awareness for the planet and her eco-friendly brand. It all took off when she launched her 100% organic skincare line called CARE in 2008. This was followed by a very successful lingerie line and this is what inspired me to do a launch on an eco-friendly, up cycled collection made by Stella McCartney. The women who buy Stella’s clothes are aged 20-35 who are successful and glamorous but also environmentally aware so this would be something that would attract them. The eco-friendly fashion collection will be launched online on June 20th 2012 at 10am. The public will see the collection for the first time on the web site; www.stellamaccartneyecofashion.com. This exciting and new collection will consist of dresses, jackets, and skirts, shirts and shoes made out of up cycled, recycled and organic fabrics and low impact dyes. The collection of clothes will be worn and advertised by famous super models, Kate Moss, Naomi Campbell, Candice Swanepoel, Natalia Vodianova. Guest celebrities and friends of Stella’s will also be wearing theses clothes, including Gwyenth Paltrow, Keira Knightley, Claudia Schiffer, Sam Taylor-Wood and Madonna. Each of these stars will be shot in short photo shoot films that will be available to watch on the launch. The clothes will look fantastic and the brand will look great. It will certainly gain the attention of the press and of the customers, as well as setting trends and turning being green from ‘cool’, to ‘cooler’! The public are in for a real treat as they will be the first to see the collection and be given the chance to get their hands on the collection because at 12.00 mid day on the 20th June there will be an open auction for everyone to take part in if they wish. The bidding money will go towards World Land Trust charity, something that the brand fully believes in and stands behind. It is something that the consumers will invest in too. Stella says in an interview,

“designers of every industry have to be aware of the impact their products have later on down the road. In the fashion world I think that most designers know fur is wrong. More and more of them also know about the huge environmental impact of producing leather, in terms of the use of chemicals for tanning and dyeing. The landmass that is needed just to raise enough leather, enough skin for one handbag is far greater than growing a crop. Bamboo, for example, that is sustainable. I think the consumer also has to be aware of these things.” (Ecologist 2009) This launch will give people the chance to make a difference and to get involved in the brand. To further the excitement there will be the announcement of five lucky winners who will receive a free Apple I-pad plus a day with Stella McCartney getting a unique preview of her next eco-friendly project. By sending in one’s own personalized up-cycled creation to her Facebook in the run up to the launch you could be that lucky person who is in with a chance! Another treat for Stella’s fans is to receive discount vouchers on all Stella’s eco beauty products, which will be clearly advertised on the web launch. The launch will also include a live chat room where people can post their comments and thoughts about the collection. This will give everyone the chance to engage with each other and the product. Stella will even have a filmed interview that will give people information about the brand and what it stands for. She will take the public on a journey of her experiences and give her reasons behind her new recycled collection. She will even give us a sneak preview of her headquarters in Nottinghill Gate in London. Stella McCartney is devoted, forward thinking, engaging and thinks about what the consumers and the world in which they live require, and she demonstrates this in this launch with her brilliant new collection. I hope to focus everyone’s attention on her eco-friendly collection and the needs to change this ever-so-slowly corrupted world. Our planet is fragile and we need to be more mindful of what products we buy and how much we use. This collection is definitely going to engage everyone. People will have the chance to see a beautifully crafted, luxury collection made out of recycled fabrics by Stella McCartney. She is undoubtedly a cutting edge designer at the forefront in her field. We are coming out of one piece of history’s wildly indulgent phase fuelled by credit and an abundance of affordability. Now we have the influence of people like Stella who have taken it upon themselves to set the trend for change and to raise global awareness on saving our planet. The goal of this event will bring in new ideas for up-cycling from the public giving them the chance to speak out and it will be a place to converse about the new product so people can interact with the brand and mull over its benefits and beauty. It will be a hugely exciting day with a great buzz. To promote the launch I will be using magazine advertisements because the target audience definitely keep updated this way with Stella’s clothes and her whereabouts. There will also be a Facebook account: www.stellamccartneyecofriendly@facebook.com that will be advertising the event. People will also be encouraged to LIKE the event on Facebook to get more attention. Bloggers and Tweeters will also be tapping away on their keys to get the word out, posting new updates and getting a buzz. On the Facebook page there will also be a link where you can get your personalized invitation to the launch. www.stellamccartneycards.com. This will be sent via email making people feel like it’s more personally welcoming. This method of advertising will be advertised in the magazines, newspapers, online and on the News release so hopefully this launch will be an event hard to miss! Debonair PR will also be working alongside Pencil agency, a fantastic company who’s creative minds will come together with ours to produce a newspaper on Stella McCartney.

Printed copies will be available in London a week before the event to get the word out in the big smoke. It will also be able to be seen online and available to be sent to IPhones, Blackberrys, I-pads and computers. Also available will be a brand mission statement, Company background and a news release, which will inform the public of the launch and will give them a little information about Stella McCartney’s brands background.

Mission Statement:

Stella Nina McCartney is an innovative and quirky modern British designer, who is highly exclusive. Born and raised in London, Stella McCartney graduated from Central

St Martins in 1995 and has formed a signature style of sharp tailoring, natural confidence and sexy femininity. In her earlier design days she was appointed Creative Director of

Chloe in Paris and had great success. Since then she had a breathtaking journey since she first launched her own fashion house under her own name in 2001.

Stella McCartney now has 23 freestanding stores all over the world including flagships in

Paris, Hollywood, New York and London. Over the past few years her talent has blossomed with her eye catching and beautifully crafted designs. Stella McCartney is effortlessly chic,

girly and eco-friendly with strong family values and a determined drive, all of which is represented in all her fabulous collections. She is a growing global success as she continues

to surprise the world with her new and exciting ideas and projects.

Debonair PR, 28 New Bond Street, London, W1S 2RF Georgiamacaskie@debonairpr.com/Tel: 02076 456 213

Stella McCartney Background

Stella McCartney is a remarkable and talented designer who is young with fresh and forward thinking ideas. She is known for her feminine edge and her considerate approach

to wearable design. She is a rewound British fashion designer who graduated from Central St Martins to then go on and work with Chloe in Paris where she was appointed Creative Director. She then went on to launch her own fashion line in 2001, which has led her brand to blossom and Stella’s name to be known worldwide. Stella now operates 23 freestanding stores including Manhattan, London, LA, Paris, Milan, Rome and Miami. I n 2003 she

went on to launch her first perfume; ‘Stella’ followed by further great success and achievements. Her interest then moved more towards producing eco- friendly products such as her skincare line and lingerie line. She has done brilliantly even if critics believe she may have had it easier because of her famous parents, Sir Paul McCartney who was a member if the Beatles, and her mother Linda. It is clear however, that Stella has her own individual talent, drive and artistic flare, and despite the fame she has grooved her own channel in the fashion world and is a bright success unto herself. She has proven herself to be a strong and independent woman taking the best bits from her parents, her mother especially, to whom Stella looked up to and admired. Linda was famous for turning to vegetarianism by stating that she did not want to “eat anything with a face and if slaughterhouses had glass walls the whole world would be vegetarian”. Both Linda and Paul were vegetarians and animal rights campaigners and Stella was greatly influenced by their strong beliefs in all they stood for. All this helped to form her character, her beliefs for animal rights and the eco friendly values her brand represents.

Debonair PR, 28 New Bond Street, London, W1S 2RF Georgiamacaskie@debonairpr.com/Tel: 02076 456 213

Stella McCartney launches up-cycling collection

McCartney presents her new eco-friendly ‘up-cycling’ clothing range on 20th June 2012 to

raise money for World Land Trust On the 20th June 2012 Stella McCartney, the exclusive and talented British fashion designer, will show off her new up-cycling collection which will go live for the first time at 10am. You can win a luxury item from this unique collection and spend a whole day with Stella by posting your personal up-cycling creation on her Facebook page. Her eco-friendly clothing range will go up for auction at 12pm and all contributions will go towards World Land Trust charity. Stella is fresh on everyone’s lips this season, showing her care and devotion to the planet with her creative and chic up-cycling designs. Five lucky winners, announced on 20th June 2012, will receive a free Apple iPad and a whole day with Stella for a unique preview of her next eco-friendly project. Just send in your own personalised, up-cycling creation in the run up to the launch on the Stella McCartney Facebook page: www.stellamccartneyecofriendly@facebook.com. Stella’s eco-friendly clothing range will be made entirely from recycled and organic fabrics and low impact dyes, to be worn by the famous super models Kate Moss, Naomi Campbell, Candice Swanepoel and many more. Guest celebrities, Madonna, Claudia Schiffer and Sam Taylor-Wood to name just a few, will also be wearing items from her up-cycling range. Be the first to view the collection on 20th June 2012, go to: www.stellamaccartneyecofashion.com. Up-cycling, the new initiative to support a cleaner planet by reusing recycled products is being backed by Stella to bring worldwide awareness. As a supporter of World Land Trust, an international conservation charity which protects the world’s most biologically important and threatened habitats, Stella is creating an innovative collection to raise money for this significant cause. Just go to her Facebook page or website to view the collection or make a donation. Don’t miss out or you will be green with envy. Sir David Attenborough, World Land Trust Patron, commented: “Stella’s fashion show brings awareness to the very important issue of world cleanliness, demonstrating to everyone how easy and beneficial it is to up-cycle their products at home. We are very grateful that she has chosen to support World Land Trust, together we are working acre by acre to save rainforests and habitats across our planet.”

– Ends – For further information, please contact: Debonair PR: Georgia Macaskie@debonairpr.com/ Tel:+44 (0) 20 7438 745

Bibliography

1) British Vogue 2012: Stella McCartney [online] (updated 20th January 2012) available at:> http://www.vogue.co.uk/spy/biographies/stella-mccartney-biography > [access 15/04/12]

2) Ecologist 2009: Fashion Conscience: Stella McCartney [online] (updated 1st May 20-09) available at:>http://www.theecologist.org/green_green_living/clothing/270958/fashion_conscience_stella_mccartney.html <[accessed 15/04/12]

3) Ecologist 2009: Fashion Conscience: Stella McCartney [online] (updated 1st May 20-09) available at:>http://www.theecologist.org/green_green_living/clothing/270958/fashion_conscience_stella_mccartney.html <[accessed 15/04/12]