Stella McCartney’s Winter 2017 campaign brings awareness of the growing issue of waste and over consumption. It is photographed by Harley Weir in the Eastern Coast of Scotland. The man-made landscapes is formed from all the waste that has been piled into these areas that causes us to question the significant affect we are placing on our environment. The campaign features models Birgit Kos, Iana Godnia and Huan Zhou who provide a distinct contrast to the bleak environment, bringing a youthful positivity and hope to the message.
“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.” – Stella
This campaign reminds us of the impact that over consumption is having on the environment and the amount of waste that is ending up in landfills, with nearly 300 million tons of plastic produced every year. It causes us to question what fabric our clothing are made of and how often are we buying clothes with the mindset of sustainability. The Winter 2017 collection features soft head-to-toe jersey tailoring in shades of honey, sand and grey creating full silhouettes rich in detail. Evening wear has sheer embroidered tulle layered with lace.
On the site it also says: We stand by our commitment to being a responsible, sustainable brand. Throughout the new collection we use innovative and recycled materials such as organic cotton, sustainably-sourced viscose, recycled nylon and cruelty-free Skin-Free-Skin. We are continually trying to lessen our impact on the environment. It is expected that plastic production will triple by 2050 when the population explodes to almost 10 billion – so it is vital that we act now. It’s good to see transparency and honesty, especially when the fashion industry has a huge impact on the environment.
“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
What an incredible message to spread, especially in a consumer society where we are constantly told to buy things. Let’s be encouraged to be environmentally conscious, support businesses that have good ethics that’s turned into action, recycle what we can and wear clothing for longevity, personal style and ethical use, rather than quick disposal. We’re all responsible, and we can all make a difference together by being more conscious and taking action for gradual change.
Discover the campaign here.