News & Runway

Stella McCartney’s Fall 2017 Campaign Was Shot In a Pile of Garbage

Harley Weir for Stella McCartney Fall 2017 ad campaign

Image: Harley Weir for Stella McCartney

Stella McCartney, maker of all-vegetarian clothing that eschews leather and fur, is one of fashion’s most vocal animal rights and sustainability advocates. In her newest campaign, the British designer doubles down on her message of environmental awareness.

For her Fall 2017 marketing push, McCartney sent buzzy photographer Harley Weir and models Birgit Kos, Iana Godnia and Huan Zhou to a landfill in Eastern Scotland. There, the incredibly good/good-looking sports lay in trash and lounged on rusted-out cars while Weir snapped away. After, artist Urs Fisher — who also lent his hand to McCartney’s Spring 2017 campaign — accented the photos with his signature playful squiggles.

Stella McCartney's Fall 2017 Campaign Was Shot In a Pile of Garbage

Image: Harley Weir for Stella McCartney

“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,” stated McCartney in a release. “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,” added Fischer. “We wanted to reflect that in the concept of this campaign.”

Stella McCartney's Fall 2017 Campaign Was Shot In a Landfill

Image: Harley Weir for Stella McCartney

While one would think a campaign shot in a literal dump would come off as depressing or preachy, the series is surprisingly fashiony and upbeat. (Though, come to think of it, the model’s level of comfort and the cool-factor of the resulting photo are often inversely related.)

In an accompanying video, Kos, Godnia and Zhou frolick around the Scottish hillside and adjacent landfill, lip-syncing and dancing along to an M.I.A.-reminiscent tune by Australian rapper Tkay Maidza. Watch the full clip below and prepare to salivate over that wide-leg caramel jumpsuit. (Sigh. We do have a serious consumption problem.)

[ via Fashionista ]