Stella McCartney wants to save the ocean. So why does her fashion show look like this?

Stella McCartney's Spring/Summer 2027 show arrived with an environmental message: “sea life, not seafood.” There were dolphins, sharks, waves, ocean imagery, even a David Attenborough voiceover! Along with a collection free of wool.

An incredibly strong message that, on paper, sounds exactly like what sustainable fashion should be doing. But I can't stop thinking about the setting, and how completely wrong it is. Because this is Paris Fashion Week, an international event built around flying people into one city, creating enormous spectacles, generating thousands of pieces of content, convincing people they need something new, making a mess, and leaving. 

The uncomfortable question Fashion Week needs to ask itself is: how sustainable can it actually be when the spectacle itself is part of the problem?