Stella McCartney links with Extinction rebellion members for new campaign

By

Sandra Halliday

Published
Jul 24, 2019

Stella McCartney is continuing to target major environmental issues with her autumn/winter 2019 ad campaign and has enlisted the help of members of activist green group Extinction Rebellion.

The use of Extinction Rebellion members is a guaranteed headline-grabber in the UK where the group has generated plenty of publicity from its protest activities in recent months.

The designer went on location on the Welsh coast with the shoot taking place against landscapes that could be under threat from climate change.

The images were shot by British photographer Johnny Dufort with Extinction Rebellion members Deya Ward, Ruby Munslow and Tori Tsui starring alongside McCartney's friend Amber Valletta, also known for her commitment to eco issues, and models Chu Wong and Emma Laird.

The campaign will also come with a short film to be released in September starring chimpanzee expert Jane Goodall reading a poem by American novelist Jonathan Safran Foer. That poem exhorts individuals to consider their impact on the planet and says we can’t leave things as they are.

And McCartney has collaborated with him further, adding slogans from his upcoming book to pieces from the men’s spring collection and women’s resort offer.

As well as the imagery for the campaign, an accompanying social media series called How to Save the World will offer ideas for consumers to fight the climate crisis.