Stella McCartney’s new collection of sunglasses and optical frames introduces a new eco-friendly material that is both of natural origin and renewable resources.
The new Bio-Acetate Eyewear campaign film is a tongue-in-cheek perspective on fossil fuels with a serious sustainable message.
With an irreverent sense of humour that is distinctly Stella, the film follows model Lindsey Wixson as she explores a park full of dinosaur sculptures—playfully reinterpreting the fact that fossil fuels are formed over millions of years from the remains of living organisms.
The new eyewear collection is made without the use of these fossil fuels, replacing harmful Diethyl Phthalate—derived from petroleum—with innovative bio-acetate. Made from responsibly-harvested wood pulp, this is a natural, renewable and biodegradable alternative that is better for our ecosystem and the environment. All frames in this collection, including the logo and cat-eye sunglasses in the film, are composed of over 50% bio-acetate—one of the many steps Stella McCartney are taking to cut down on plastics.
As a signatory of ‘The New Plastics Global Commitment’, launched by the Ellen MacArthur Foundation, the brand has pledged to eliminate all unnecessary and problematic plastics by 2025. By this deadline, they are also committed to ensuring that 100% of plastic can be easily and safely reused, recycled or composted, circulating the plastic produced and making it into new packaging or products.
See more at https://www.stellamccartney.com
Copyright The Duty Free Hunter 2019