Stella McCartney has long been an advocate for sustainable, ethical fashion; the luxury label has been busy over the last several months trying to drive the industry away from a take-make-waste model, announcing plans to use Parley for the Oceans’ recycled plastic yarn and Aquafil’s ECONYL® fiber, made from 100 percent regenerated nylon waste, in its line of shoes, accessories and outerwear. In its latest bid to call attention to the cause, the vegetarian brand has shot its entire Autumn/Winter 2017 campaign on a landfill site on the Eastern Coast of Scotland.
A collaboration with artist Urs Fischer and photographer Harley Weir, the campaign delivers a powerful message about the amount of waste produced globally every day and questions what we are leaving behind for future generations. One image depicts ‘clean waste’ on its way to a recycling center, contrasted with the harsh reality of landfill in another — rusty cars and tons of plastic waste strewn about. Clad in pieces from the new collection, models Birgit Kos, Iana Godnia and Huan Zhou inject the bleak backdrop with a sense of youthful positivity and bring hope to the campaign’s message.
“The idea we had with this campaign is to portray who we want to be and how we carry ourselves; out attitude and collective path,” said designer Stella McCartney. “Our man-made constructed environments are disconnected and unaware of other life and the planet, which is why there is waste.”
Une publication partagée par Stella McCartney (@stellamccartney) le18 Juil. 2017 à 14h13 PDT
“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,” Fischer. said
“Our planet has a waste and overconsumption problem, wreaking havoc to our environment. Single-use and disposable items, particularly from plastic, are ending up in landfills, with nearly 300 million tons of plastic produced every year,” McCartney said in a statement. “It is vital that we act now.”