Commenting on our culture of consumption.

Words by

Veronica Stanford

Stella McCartney has taken a thoughtful approach to her brand’s Winter 2017 campaign.

As a designer who’s concerned with excessive waste (yet still wants to promote her clothing's sales), she’s decided to shoot the images at a landfill in Eastern Scotland.

"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," McCartney said.

"Our man-made constructed environments are disconnected and unaware of other life and the planet which is why there is waste.”

Shot by Harley Weir, the campaign is in collaboration with artist Url Fischer. And it’s not as dismal as you might expect either.

This season, McCartney has used organic cotton, sustainably-sourced viscose and recycled nylon to create her pieces. More broadly, over half of Stella McCartney’s materials come from sustainable resources and the label is proudly vegetarian.

“By continuing to highlight issues that are important to us, models @BirgitKos, @IanaGodnia and @HuanModel explore a landfill in Scotland in our new season Winter campaign,” the brand’s Instagram says.

"We must think about what we are leaving behind.”

Check out the campaign images above and watch the campaign video below.


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