Staying true to Stella McCartney‘s commitment to sustainability and responsibility, the striking new campaign in collaboration with artist Urs Fischer and photographer Harley Weir explores the issue of waste and over consumption. Shot amidst the man-made landscapes formed from the accumulation of discarded items on the Eastern Coast of Scotland, the images shot by Weir with illustrations by Fischer features the sense of awareness of Stella McCartney’s ethos. The backdrops of a decaying car, a vast landfill and a household refuse collection center question what we are leaving behind for future generations.
“The idea we had with this campaign is to portray who we want to be and how we carry ourselves; our attitude and collective path. Our man-made constructed environments are disconnected and unaware of other life and the planet which is why there is waste.” McCartney states.
Our planet has a waste and consumption problem due to “single use” and “disposable” items that are wreaking havoc to our environment. Most of these items are made of plastic which ends up in landfills. We are now producing nearly 300 million tons of plastic every year, half of which is for single use. More than 8 million tons of plastic is dumped into our oceans every year.
The new campaign images bring together models from the designer’s winter runway show cast; Brigit Kos, Iana Godnia and Huan Zhou in Stella’s signature designs featured amidst the harsh reality. Showcasing this season’s signature textures and shapes in tailoring, knitwear and embroidery paired with the latest velvet Falabella Box, Stella Popper bag, Sneak-Elyse and runway sneaker; the cast of women provide a striking contrast and bring forth positivity to the message.
Since launching in 2001, the Stella McCartney brand has been deeply rooted in its commitments to being a responsible and modern company. As a vegetarian brand, the brand never uses leather, fur, skins or feather in any products for both ethical and environmental reasons, setting a standard for the use of alternative materials. 53% of the womenswear collections come from sustainable materials including sustainable viscose, regenerated cashmere, organic cotton and denim, recycled nylon, sustainable wood and cork, and eco alter nappa.