Since her launch in 2001, Stella McCartney has been one of the main leaders in sustainability. The brand is governed by four main pillars: respect for nature, respect for people, respect for animals, and circular solutions. By sourcing sustainable materials like organic cottons and recyclable fibres, the brand protects the planet. As a vegetarian company, cruelty-free and restorative design are always used. The Fall 2019 show was centreed around the initiative "There She Grows" in efforts to protect endangered rainforests. Similar to the spring 2021 collection, the brand often upcycles old stock into new items, minimizing overall waste and use of materials.