Stella McCartney releases ad campaign shot in a landfill

By

Barbara Santamaria

Published
Jul 19, 2017

Luxury designer brand Stella McCartney puts the spotlight on the startling levels of waste and consumption in its latest ad campaign.

Shot in Scotland by photographer Harley Weir, models are portrayed wearing this season’s signature looks against the backdrops of a decaying car, a vast landfill and a household refuse collection centre.

The campaign, which also features illustrations by Urs Fischer, aims to convey “the sense of awareness” of Stella McCartney’s ethos and explore the consumption of disposable items.

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Most of these items are made of plastic which ends up in landfills, points out the label, adding that 150 million tons of single use plastic products are produced every year. Additionally, more than 8 million tons of plastic is dumped into the oceans annually.

“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,” says Stella McCartney.

The campaign has also a note of positivity with a cast of models including Brit Kos, Iana Godnia and Huan Zhou presenting the label’s new textures and shapes in tailoring, knitwear and embroidery paired with the latest velvet Falabella Box, Stella Popper bag and Sneak-Elyse.

“Stella’s fashion to me is about dignity, love and a beautiful attitude to all challenges. All while feeling good and looking great and we wanted to reflect that in the concept of this campaign,” said artist Urs Fischer.
 
In addition to the print campaign, the brand has released online and on social media platforms a mood film that further illustrates the spirit of the collection and the environmental message.