Stella McCartney Brand Book

SUSTAINABILITY
STELLA McCARTNEY
ACTIVIST
Ever the committed environmentalist, Stella McCartney has cast
members of the climate activist group Extinction Rebellion in her latest
campaign for winter 2019. Shot by British photographer Johnny Dufort,
members Deya Ward, Ruby Munslow and Tori Tsui appear in dreamlike
scenes along the bucolic Welsh coast, highlighting the beauty of the
natural world and driving home the importance of preserving and
protecting our planet.
As the daughter of the late activist Linda Mc-
Cartney, Stella has used her platform established
through her fashion house in 2001 to
continue the legacy her mother left behind.
Fashion is rife with faux activism and empty
ethical promises but Stella McCartney, who
has campaigned for ethical and sustainable
practices throughout her career, never fails to
blow us away with her commitment to environmental
change. Fighting
for greener fashion via her label
and by using her platform
to amplify initiatives such as
the Ellen MacArthur Foundation’s
Circular Economy,
this campaign is the latest in
a long line designed to inspire
industry change.
Alongside the Extinction Rebellion activists,
American model Amber Valletta stars in the
campaign. A longtime friend of McCartney’s,
she’s devoted her career to encouraging sustainability
in fashion through partnering with
H&M on its Conscious Collection and working
with Fashion Revolution to highlight unfair
industry practices. Models Emma Laird,
Chloe Pearson, Chu Wong and Trinity Hill
—“selected for being voices for change in their
own field” —also feature.
A short film accompanying the campaign
will be revealed in September, just in time for
fashion month. In it, British environmentalist
Jane Goodall will read a poem by Jonathan
Safran Foer (whose book Eating Animals is a
vegan tome), including sentiments like: “Here
is where we are born without choosing to be
born, but then choose how to live. Here is
where we have our long moment, where we
cannot help but leave things differently than
how we found them, and have the choice to
leave things better. Here and only here are we
home.” The winter 2019 campaign will also
include a social media series called How to
Save the World, sharing small ways we can all
fight the ongoing climate crisis.
Image left: Amber Valetta for Stella McCartney
Winter 2019 Campaign.
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