Stella McCartney in Earth Day RealReal project and campaign

Stella McCartney is continuing her work to promote environmental awareness and with Earth Day looming, she has linked up with The RealReal, the American luxury consignment company, for a new campaign designed “to bring greater awareness to the circular economy for luxury fashion.”

Stella McCartney/TheRealReal

The ad, titled "the Future of Fashion is Circular", promotes a "make well, buy well, resell" mindset encouraging fashion designers to produce high quality items and shoppers to be conscious of purchasing items that retain value.

TheRealReal said “this extends the life of luxury items, keeps them out of landfills, and puts them in the hands of new owners.”

According to the US Environmental Protection Agency, 85% of textiles end up in landfills and the average US citizen throws away 70 pounds of clothing and other textiles annually. Although it’s growing, consignment, re-use and recycling currently only accounts for 15% of apparel each year.

The McCartney/RealReal Earth Day campaign features a new TV ad, a radio ad and social campaign that encourages consumers to buy well-made items that can be re-circulated.

It also features an expansion of the existing partnership between the two so that anyone who consigns a McCartney item on The RealReal, will receive $100 to shop at Stella McCartney. And store staff in the British designer’s shops across the US are being incentivised to encourage shoppers to consign their items once they are done.

There will also be a charity sale on The RealReal featuring sustainable items from the Stella McCartney archives.

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