Stella McCartney is bringing environmental activism to the forefront of fashion with her latest campaign for autumn winter 2019. The designer, who is a committed environmentalist herself, cast extinction rebellion activists Deya Ward, Ruby Munslow and Tori Tsui to model her latest line, in a bid to continue the conversation following the protests that took place in London earlier this year.
Shot by photographer Johnny Dufort and also starring the designer's environmentalist friend Amber Valletta and models Chu Wong and Emma Laird, the team captured the beautiful images amongst places that are under threat from climate change - including the Welsh coast.
The campaign, which urges fashion followers to protect the planet, will be followed by a short film out in September. Starring chimpanzee expert Jane Goodall reading a poem by American novelist Jonathan Safran Foer, it will carry on the eco message by urging fashion consumers to look at their individual responsibility for the planet. Slogans from Foer's upcoming book have been emblazoned onto pieces from both upcoming menswear and womenswear collections too.
McCartney has always been a staunch environmentalist and has previously expressed her dismay at fashion companies using the issue for their financial gain. Speaking last year, she said, “90 per cent of the environmental issues that are mentioned in the fashion industry are based around marketing. They’re not heartfelt. They’re not really genuine.”
For McCartney, it's a different story. After making her Stan Smith trainers sustainable, she explained, “We pushed to get it vegan and they let me. And we did it. I’m so proud. That is the future.” She claims sustainability is her starting point and claimed, "If I’m doing it, anyone can”.