Stella McCartney’s Paris Fashion Week show today will end with the opening of the Stella Sustainable Market, featuring 22 stalls of vintage clothes and material innovation startups. The goal is to go beyond the fashion show — literally in a sense, as the market will serve as the runway’s backdrop — and inspire and educate attendees on circular fashion and leather and yarn alternatives.

Material innovation companies on display will include LVMH-owned deadstock platform Nona Source; seaweed-based yarn innovators Keel Labs; Natural Fiber Welding (NFW), the lab behind plant-based, plastic-free leather Mirum; cellulose sequin innovators Radiant Matter; and Mabel Industries, which makes vegan leather from apple waste in the Italian juice and jam industries.

Each of the participating material innovation brands partners with Stella McCartney in some capacity. The brand’s SS24 collection will debut pieces made with Keel Lab’s algae yarn Kelsun and plastic-free leather alternative Mirum for the first time. Ninety-five per cent of the collection is made from materials the brand considers to be responsible, up from 92 per cent last season and 91 per cent for SS23, according to the company.

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