STELLA’S SUSTAINABLE FASHION SHOT IN A LANDFILL
In times like these, what we need in every industry is people with influence who care.
“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 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 McCartney, a label that pledged its fidelity to producing ethically, released their buzz-worthy campaign shedding the light on the ever-growing problem of waste and its impact on the environment.
Shot by i-D friend Harley Weir and in collaboration with artist Urs Fischer, the shots feature models Brigit Kos, Iana Godnia and Huan Zhou as they prance amongst Scottish landfill and pose on burnt out cars.
Without getting their drama on, naturally, the mood still feels fashion-y — and even hopeful!
“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,” said Urs Fischer, talking about fast fashion and its consequences.