22 May Stella McCartney Partners with Google to Make Fashion More Sustainable Using Tech
A match made in heaven? We certainly didn’t expect it.
Stella McCartney is working with Google to use tech to analyse fashion supply chains in order to identify issues that can be addressed to make them more sustainable.
The announcement was made at the Copenhagen Sustainable Fashion Summit and the pilot aims to help brands understand their own supply chains better in order to make improvements. Machine learning will help brands to foresee the environmental cost of a garment before putting it into production. If a brand decides to use a certain amount of material for a garment then this new system can alert them to the environmental costs of using such a fabric, such as; water waste, deforestation etc. and then brands can make an informed decision about using a different textile or not. This is potentially a huge development considering that fashion is one of the worlds biggest polluters.
In a discussion about this new initiative McCartney said: “At Stella McCartney, we have been continuously focusing on looking at responsible and sustainable ways to conduct ourselves in fashion, it is at the heart of what we do. We are trying our best –we aren’t perfect, but we are opening a conversation that hasn’t really been had in the history of fashion.” “Stella McCartney
As the interest in sustainable fashion grows and the support for sustainable brands and magazines (much like ours) grows these initiatives will only gather more momentum until they become industry standard.
Whilst the initial collaboration is between Google and McCartney, Google hopes that this tech will develop so all brands looking to become more sustainable can use it to make the world a better place and the fashion industry a better and more ethical one to participate in.
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