Stella McCartney is no stranger to advocating sustainable and ethical fashion; just last month she revealed that her eponymous brand had formed an ongoing partnership with Parley for the Oceans, an organization that collects plastic bottles from the ocean and puts them to better use. So it comes as no surprise that her autumn/winter 2017 ad campaign was shot on a landfill site on the Eastern Coast of Scotland, aiming to bring the issue of singular-use fashion and consumption to attention.
The campaign, which was created in collaboration with artist Urs Fischer and photographer Harley Weir, delivers a powerful message about the amount of waste produced globally every day and questions what we are leaving behind for future generations. Birgit Kos, Iana Godnia and Huan Zhou all starred in the campaign, which shows the lifecycle of clothes sped up and pictured as a piles of rubbish surrounding the models, who are clad in McCartney’s latest collection of knitwear and embroidery paired with the brand’s signature Falabella bag.
“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,” said McCartney. “Our man-made constructed environments are disconnected and unaware of other life and the planet, which is why there is waste.”
“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,” Urs Fischer adds.