As the the world’s first vegetarian luxury brand, and a pioneer of ethical practices (their women's collection now uses 53% sustainable materials), Stella McCartney is a trailblazer when it comes to green-approved fashion.
However the latest move from the brand sees them going beyond the production process and tackling the issue of sustainability from a different angle. For her AW17 womenswear campaign Stella McCartney shot models Birgit Kos, Iana Godnia and Huan Zhou on a landfill site on the coast of Eastern Scotland.
Photographed by Harley Weir in collaboration with artist Urs Fischer, the images see the models standing and lying upon piles of landfill. Making a clear statement about waste and consumption, the sobering images highlight distinctly modern society's throwaway culture, and problem with fast fashion.
'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 on the planet, which is why there is waste,' McCartney explained.
'Stella's fashion to me is about dignity, love and a beautiful attitude to all challenges, all while feeling good and looking great. We wanted to reflect that in the concept of this campaign,' Firshcer added.
Alongside the visuals the brand also created a video to support the campaign which features models lip-syncing along to a song by Australian rapper Tkay Maidza.
Watch it below...
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