The Betterment,a new brand extension proposal for Stella McCartney. Stella McCartney is a luxury sustainable fashion brand that embodies the essential principals of sustainable fashion production. The brand's success at attaining social, productional and economical sustainability has helped alter the perception of sustainability in the high end fashion market. The Betterment was a homewares extension of the current sustainable fashion brand. It's main purpose was to provide consumers with the opportunity to live a sustainable lifestyle not only through fashion, but through the products they choose to style their personal living space.