A MCCARTNEY MOMENT: Stella and Mary McCartney pitched up at Tibits, a vegetarian restaurant near to London’s Regent Street Monday, to launch their Meat Free Monday climate pledge campaign with the British politician Gregory Barker. After the McCartneys unveiled the Meat Free Mondays initiative in 2009 — which encourages individuals to forgo meat for one day a week, to improve health and reduce their carbon footprint — they’re now hoping it will influence climate change policies on a wider scale. The McCartneys are asking people to use the Web site pledge.meatfreemondays.com to commit to skipping meat for one day a week. Barker will then present the results of the campaign at the UN Climate Summit, which takes place in New York Sept. 23. The aim of the campaign is that global leaders agree “to an ambitious climate treaty,” at the COP 21 conference in Paris in 2015, according to the organization.
At the launch Stella McCartney was keen to underline the impact that reducing meat consumption could have on the environment. “There’s over 100 football pitches of land being destroyed in the Amazon every hour, just for cattle. It has a massive, massive impact…it’s not a sustainable way of eating,” said the designer. Barker added: “This is about building a coalition of the willing for people that want to build a better planet,” he said. “Giving up meat for one day a week is the same as giving up your car for a whole month each year. It’s a really chunky personal statement about your commitment to climate change. If hundreds, thousands…of us come together, and send that statement to world leaders, that will be a big, meaningful message.”
And Stella McCartney has another planet-friendly project on the boil — on Sunday during London Fashion Week, the designer, together with Livia Firth, Natalie Massenet and Anna Wintour, will co-host the launch of the London Stella McCartney Green Carpet Collection at the Royal Institution of Great Britain. It marks the first time a sole designer’s collection has being presented as part of Firth’s Green Carpet Challenge collection, and all the pieces have been “designed and produced in accordance to the highest sustainability standards,” the label said. McCartney added: “For me it’s all one thing, because my business is based on these kind of ethics,” she said of her different projects. “It’s a very holistic approach for me, it’s the way I live my life and it’s my message. We’re trying to have just a little more conscious consumption.”