London, 2017-Jul-20 — /EPR Retail News/ — Staying true to the designer’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 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.
Stella McCartney comments:
“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.”
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; Birgit 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.
Source: Stella McCartney
“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.”
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.
In addition to the print campaign, is a mood film that further illustrates the spirit of the collection and the environmental message which will is going live on www.stellamccartney.com, and the brand’s social media platforms today.
Model: Birgit Kos, Iana Godnia and Huan Zhou
Artwork: Urs Fischer
Photographer: Harley Weir
Director of Film: Harley Weir
Music Track: Tkay Maidza – ‘Tennies’ (revocalled as ‘Stellies’)
Hair: Gary Gill
Make-up: Thomas de Kluyver
Set Design: David White
About Stella McCartney
Stella McCartney is a luxury lifestyle brand that was launched under the designer’s name in 50/50 partnership with Kering in 2001. Stella’s approach to design emphases on sharp tailoring, a natural confidence and an effortlessly sexy style. A lifelong vegetarian, Stella McCartney does not use any leather or fur in her designs. The brand is committed to ethical values, and believes the company is responsible for the resources it uses and the impact it has on the environment. It is therefore constantly exploring innovative ways to become more sustainable, from design to store practices and product manufacturing. Stella McCartney offers women’s ready-to-wear, menswear, accessories, lingerie, swimwear, kids, fragrance and adidas by Stella McCartney collections through 50 free-standing stores including London, New York, Los Angeles, Tokyo, Hong Kong, Paris, Milan and Shanghai. Her collections are distributed in 77 countries through over 800 doors including specialty shops, and department stores, as well as shipping to 100 countries online. For additional information, please visit: www.stellamccartney.com.
Note to the editor:
Additional Facts on Plastic Waste
- The world’s plastic production this year is 300 million tons, half which is used just once then thrown away.
- By 2050 when the population explodes to almost 10 billion, it is expected that plastic production will triple.
- 63 billion gallons of oil are used every year to supply just the US with plastic water bottles.
- More than 90% of these plastic water bottles are used only once.
Source: Stella McCartney