As she sees it, Stella McCartney’s job is not to sell clothes on a catwalk but “to sell sustainability to the world”. At Paris fashion week, she hosted a “plant-based, nature-positive, solution-focused” street market with 21 stalls selling and explaining sustainable produce ranging from “crochet” minidresses made from seaweed to Linda McCartney veggie burgers.
“This is honestly one of the most momentous days of my life,” said the stall-holder Tessa Callaghan, the chief executive and founder of Keel Labs, whose Kelsun yarn features in McCartney’s new collection in several boho openwork-knit summer dresses, which look like crocheted cotton but are made from renewable kelp. “Today is the first time one of our products has ever been seen in public, and this event is the best way I could have imagined that to happen.”
