Client: Stella McCartney
Photographer: Harley Weir
STELLA MCCARTNEY once again shows her true colors. It isn't the first time the fashion designer is right up front when it comes to sustainability and personal responsibility for our planet. Her latest Fall/Winter 17-18 campaign shows you how to keep an eye on important issues while still looking absolutely fabulous. The campaign film was shot on a garbage dump in Scotland, an impressive location scouted by LS PRODUCTIONS.
Film and photography were in the hands of Harley Weir, and the result was illustrated by Swiss artist Urs Fischer. “The idea we had with this campaign was to portray who we want to be and how we carry ourselves; our attitude and collective path,” says Stella McCartney in her press release. “Our man-made, constructed environments are disconnected and unaware of other life and the planet which is why there is waste.” In particular, she names and shames the damage done by single-use and disposable products – 300 million tons of plastic waste each year speaks for itself.
The campaign features models Birgit Kos, Iana Godnia and Huan Zhou in sustainable Stella looks. No fur, leather or other hides. 53 % of the materials are guaranteed sustainable such as viscose, upcycled cashmere, organic cotton, denim, recycled nylon and similar fabrics.
“Stella’s fashion to me is about dignity, love, and a beautiful attitude to all challenges,” says New York resident artist Urs Fischer in a press release. “All while feeling good and looking great, and we wanted to reflect that in the concept of this campaign.” Find out more about the shoot and multifaceted Scotland at the LS PRODUCTIONS booth at UPDATE17BERLIN.