Stella McCartney debuted vegan "fevvers" — grass-blade feathers — at Paris Fashion Week, rejecting animal cruelty in fashion.

Stella McCartney has launched “fevvers,” a vegan feather alternative made from naturally dyed grass blades, during her Paris Fashion Week show, calling the traditional feather industry “barbaric.” Developed with a British start-up and Mumbai-based Chanakya International, the innovation replaces real feathers from farmed birds like ostriches, chickens, and ducks, often raised in poor conditions or slaughtered for byproducts. The pastel-toned faux feathers adorned gowns and bodices, showcasing McCartney’s ongoing commitment to cruelty-free fashion. Despite existing sustainable materials like apple-based leather and recycled nylon, experts say major brands remain slow to adopt alternatives due to cost and resistance. Her show also featured air-purifying PURE.TECH denim, reinforcing her push for ethical innovation in fashion.