The French luxury group LVMH has taken another step in its current move towards an ethical fashion and in accordance with the current demands of consumers. After creating a new label with singer Rihanna, the group announced that Stella McCartney is now joining the conglomerate.
The sustainable label cut a 20-year relationship with the Kering group, which owned 50% of the brand that known for its cruelty-free and ethical values.
The label is unlikely to bring much profit to the French giant, which owns brands such as Louis Vuitton, Dior and Givenchy. The aim of the negotiation probably is to give LVMH more authority in the world of sustainable fashion, something that its archrival, the Kering group, is working on the other side with Gucci, Saint Laurent and Balenciaga.
"The key factor is that she was the first to put ethics and sustainability at the forefront of production, when no one talked about it yet," said Bernard Arnault, president of the LVMH group. Stella will remain creative director of her brand, as well as a majority partner. The stylist will also become Arnault's special sustainability consultant.