The Stella McCartney brand is now synonymous with eco fashion. It was the first luxury fashion brand is anti leather and fur, and the first to design fashion that is both effortlessly chic and environmentally friendly. Prior to the launch of the brand, the only environmentally sustainable and ethical clothing on the market was not aesthetically pleasing to the fashion crowd.
While the brand has been a huge success, it is questionable if it really is an ethical luxury fashion brand.
Although Stella McCartney campaigns for animal rights, the company that owns the brand (PPR Luxury Group), endorses the use of fur in many of its other fashion brands including Gucci. Thus the Stella McCartney company is connected to a ring of brands that conflict with her morals, yet she still claims her brand to be ethical.
The collaborations she has/is involved in; including a partnership with Adidas, a collection for H&M, Gap, Target and Bendon, which all are fast fashion brands that sanctum cheap labor in underprivileged Asian countries, and therefore sweatshop manufacturing practices to produce garments.