British designer Stella McCartney has highlighted the plight of "billions of birds" that have been killed to make people look good after her Paris show at which she appealed for the fashion world to change its ways.
The campaigning creator who has blazed a trail for sustainable style, provocatively called her show "It's about f...king time" – a reference to a T-shirt she first wore 25 years ago calling for an end to the use of fur and feathers in fashion.
On Monday – after her open-air show near the Eiffel Tower showcased top end looks made from everything from lentils to mushroom leather – the designer said, "I see things from a different perspective .. I've just been thinking about the billions of birds killed for the fashion industry".
McCartney added, "for me they represent freedom, they represent purity and peace".
The designer – daughter of ex-Beatle Paul McCartney and animal rights activist Linda McCartney – is an advisor to the world's most powerful luxury tycoon, Bernard Arnault, on sustainability.
Arnault's LVMH giant also owns a stake in her label.
Protest at Hermes
McCartney – a lifelong vegetarian – has long preached that "sustainability is the future of fashion, not just a trend," with her brand lauded for its innovation and transparency as much as its style.
The fashion industry is regularly criticised for its impact on the environment, with some labels accused of greenwashing to disguise any lack of real change.
Animal rights activists briefly disrupted the Hermes Paris Fashion Week show on Saturday.
The high-end French house is best known for its leather goods.
Several major luxury brands, particularly in Italy, still use exotic skins and furs.
(with newsires)
