For internationally renowned fashion designer, Stella McCartney, ‘being conscious of our decisions and making the right choices is the most luxurious thing we can do’. McCartney’s use of sustainable materials in her high fashion creations is well known, and many of the materials she employs are likewise being used in a new breed of Audi vehicles including the high-performance Audi e-tron GT.

One of the challenges faced both by Stella McCartney in her fashion line and Audi in its vehicle interiors, is meeting the high standard expected by customers. Compromise of quality is not an option for either party, and the use of sustainable and recycled materials must result in fashion and interiors that are highly desirable – in keeping with both brands.

That a great deal of extra effort goes into creating new fabric for example from recycled PET bottles, should not detract from the finished product, which must fit with the luxury image and expectations associated with the brand.

“I actually just want the customer to see a beautiful, desirable product, and not even really know it’s sustainable” says McCartney. “There’s a challenge in there for me.”

Audi echoes the sentiment, introducing all-new leather-free options in the state-of-the-art e-tron GT and RS e-tron GT to usher in a completely new approach to luxury at the premium brand.

“We are really proud and this is a big step for us,” says Tiziana Mauri, Head of Colour and Trim (C&T) Series Projects at Audi.

“Here in Audi we create our DNA of colour and material to really find what is special for us. And we’re evolving.”

Just as with all-electric drive and high-performance, there is no need to compromise in moving from traditional interior materials and trims to sustainable materials and even those repurposed from once unconceivable sources. Quality, without compromise.