On January 6th, Stella McCartney released an online game for its optical collection on a special website. This interactive game allows users to superimpose the brand's eyewear onto a photo of their face and try out various styles and color variations. Users can take a photo with their webcam or upload a handheld photo. They can fine-tune the size and angle of the eyewear and decorate the image with arrow graphics and stamps that allow users to write their own short messages. The completed image can be shared on Facebook, Twitter, Tumblr, Pinterest, Google+, and Weibo, or sent via email or saved to a computer. Stella McCartney launched its sunglasses collection in 2003 and its eyewear collection in spring 2013. Reflecting designer Stella's philosophy, the brand uses environmentally friendly materials such as bioacetate.