There is more to Stella McCartney than her famous surname. When she launched her eponymous label in 2001, after having spent four years at French fashion house Chloé, it was already evident that McCartney has talent. Her signature style – sharp masculine tailoring reinvented for the womanly form, sexy femininity and complete wearability – has won her legions of fans who are enamoured with her sophisticated, never-try-too-hard designs. A lifelong vegetarian, the Stella McCartney label eschew fur and leather in its product lines. Conscience-chic, Stella McCartney invented it.