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Ruffling feathers – not just in fashion, but in how we think about beauty, materials, and the cost of elegance.
Paris Fashion Week SS26 Collection
Paris Fashion Week SS26 Collection

FEVVERS makes its runway debut for Stella McCartney Summer 2026 in soft, ethereal pastels, animating corseted gowns and bodices. Each strand creates a couture feel, while remaining entirely conscious – a romantic blend of innovation and artisan craft.

A vegan, cruelty free innovation, FEVVERS is light, layered and full of movement – offering the beauty and drama of feathers, without harming a single creature.

Models on the runway at Paris Fashion Week wearing Stella McCartney designs made with Fevvers’ plant-based feather alternative, in pink and lavender looks, as the audience photographs the show.
Models on the runway at Paris Fashion Week wearing Stella McCartney designs made with Fevvers’ plant-based feather alternative, in pink and lavender looks, as the audience photographs the show.
Paris Fashion Week SS26 Collection

FEVVERS makes its runway debut for Stella McCartney Summer 2026 in soft, ethereal pastels, animating corseted gowns and bodices. Each strand creates a couture feel, while remaining entirely conscious – a romantic blend of innovation and artisan craft.

A vegan, cruelty free innovation, FEVVERS is light, layered and full of movement – offering the beauty and drama of feathers, without harming a single creature.

Model on the runway at Paris Fashion Week wearing a bright pink bodysuit by Stella McCartney, made with Fevvers’ vegan, plant-based feather alternative.
Model walking the runway at Paris Fashion Week in an ivory mini dress by Stella McCartney, featuring Fevvers’ plant-based feather alternative.

Every season, we’re told that [birds’] suffering is the price of fashion. I refuse to believe that. That’s why I am beyond excited to be working with Fevvers. The innovation is just insanely beautiful, and we have created some of the most striking couture pieces I have ever seen. It’s not only the world’s first plant-based feather alternative, but it’s also proof that brands who continue to use feathers are choosing cruelty over creativity.

Stella McCartney
Stella McCartney waving at the audience at the close of her Paris Fashion Week show featuring Fevvers’ plant-based feather alternative.

Feathers have long symbolised flair, elegance and spectacle in fashion – but behind the glamour lies a growing ethical dilemma. The most prized feathers, like ostrich plumes, often come at a cost to animal welfare and sustainability. As pressure builds on fashion brands to move away from animal-derived materials, the industry is still searching for a credible alternative that doesn’t sacrifice beauty, performance or the planet.

That’s where our idea takes flight.

Behind the Beauty: The Cost of Feathers
lilac_on_cloth
lilac_on_black

A vegan-based structure.

Delicate but wild.

Layered. Light. Full of movement.

Not an imitation — but a new aesthetic altogether.

Fevvers made its debut on one of fashion’s most iconic and ethical stages — unveiled as a proof of concept at Stella McCartney’s SS26 Collection at Paris Fashion Week.

It was a bold first step for a material still in development and a clear signal that the industry is ready for something better.

Model wearing a bright pink bodysuit made with Fevvers’ plant-based feather alternative in Stella McCartney’s Paris Fashion Week show.

WHAT HAPPENS NEXT IS BIGGER THAN FEATHERS

Right now, we’re deep in development — refining strength, flexibility, and finish.

We’re working at the intersection of nature and science, design and durability — learning how to make it not just beautiful, but viable.

We’re building a new material category — one that could transform how fashion, interiors, performance and storytelling come to life.

The potential isn’t just wide open. It’s ours to shape.

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WE’RE BUILDING A NEW MATERIAL CATEGORY

CREATIVE DIRECTORS

We’re at proof of concept stage – and while the material isn’t yet available, the creative possibilities already are.

What we need now is imagination as much as innovation. If your brand shares our values and vision, we’re open to early collaborations that shape what comes next.
Talk to us about collaboration

FUTURE THINKERS

We’re building something the world hasn’t seen before.

To help realise the fullness of our ambition, Fevvers is forming a circle of collaborators with expertise across science, design and the natural world.

If you bring the kind of expertise that pushes ideas into reality, we’d love to talk.

Step into the conversation

ETHICAL INVESTORS

We’re at the beginning of something beautiful, with the potential to reach far beyond fashion.

Our scientific and creative groundwork is underway, and the right partners will help accelerate what’s possible.

If you’re looking to back an early-stage materials innovation business with ethical appeal and cross-sector potential, let’s talk.

Explore the opportunity

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Behind the Beauty:

The Cost of Feathers

At Fevvers, we believe in being transparent about the issues that inspired our work. The use of feathers in fashion has long raised animal welfare concerns. Unlike some birds, ostriches don’t naturally shed their feathers, meaning they are either plucked while alive or killed for their plumage. Both practices have been questioned by animal welfare organisations, journalists, and campaigners.

Reports from PETA UK highlight how feathers are taken from ostriches and other birds through painful live plucking or after slaughter:

“No matter how feathers are obtained, the process involves suffering for the animals.”

Campaign groups like Collective Fashion Justice have described feathers as “the new fur”, drawing attention to the hidden cruelty behind their use in fashion.

Journalists have also shone a light on the problem. The Guardian noted that “it’s not just live plucking that’s a problem – the killing of birds for plumage raises wider ethical questions.”

Animal welfare charities are increasingly calling for change. World Animal Protection wrote:

“Behind the glamour of feathered fashion lies a darker reality of cruelty.”

And progress is being made: PETA Australia reported on Melbourne Fashion Week banning ostrich feathers altogether – a world first. More recently, Copenhagen Fashion Week extended its sustainability requirements to ban feathers and other exotic animal materials, setting an important precedent in Europe.

Note
We’ve shared these independent articles and reports so you can explore the evidence for yourself. The findings and wording belong to the original sources.

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