I’ve always been a great admirer of Stella McCartney (mainly for her ethical values and compassion for animals) so when she opened her new flagship store in Bond Street, which is meant to be reflection of these things and more, I was keen to take look.
Armed with my 5 year old and my partner’s credit card (having convinced him he really wanted to buy her a pair of Stella McCartney jeans) we set off to admire the sustainable wall coverings and breathe in the clean air (more about this later).
It certainly didn’t disappoint. Stella’s mantra is reclaim, reuse, recycle and this was apparent from the moment we walked in. We were greeted by a mini rockery, shipped in from the McCartney farm in Scotland, complete with moss. Once we’d got past that there was the wallpaper, which is paper-mache (apparently inspired by the pebble-dashed exterior walls of buildings in Stella’s childhood – let’s not bring these back!) and made entirely from waste office paper from Stella’s London office.
A particular favourite feature of mine was the recycled, pink, faux fur from previous collections which lined the “Stellavator”, but as if this wasn’t enough, the childrens’ department has a ball pond and climbing wall! Which fabulous person thought of this? Please can we have one in every shop / salon in the land?!
Once I’d lost my daughter to the ball pond, I was able to fully immerse myself in the other features the store had to offer; the glorious solid steel spiral staircase filled with the sound of unreleased music from Stella’s superstar father, Paul McCartney and another favourite of mine; the squeezy recycled foam furniture. But the best bit by far is the clean, filtered air which has 95% of the pollutants removed; surely this will go some way towards highlighting how bad the quality of London’s air is?
All in all, I think it is a great and important effort by Stella McCartney to highlight our urgent need to reclaim, reuse, recycle and the role that consumers and the fashion world play in this.