Rise: Fashion & Activism Magazine

Stella McCartney
Shines A Spotlight On Waste With Latest
Campaign Set In A Landfill
Article By Alice Casely-Hayford
Fashion is one of the most polluting
industries in the world, yet our
insatiable hunger for new product means
overconsumption shows no signs of
abating. Thankfully, brands big and small
are working to tackle the environmental
and human damage that fast fashion
has and still is causing. One such brand
is Stella McCartney, which is steadfastly
committed to sustainability and has
just released its latest campaign for
AW17, shining a spotlight on the issues
of waste and reckless consumption.
In collaboration with artist Urs Fischer and
photographer Harley Weir, McCartney’s
AW17 collection is shot against the
backdrop of the eastern coast of Scotland,
the manmade landscapes formed from
discarded items, questioning what we
are leaving for future generations. In one
campaign image we see ‘clean waste’ on its
way to a recycling centre, juxtaposed with
the harsh reality of landfill in another.“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,”
designer Stella McCartney explains. “Our
man-made constructed environments are
disconnected and unaware of other life and
the planet which is why there is waste.”
The AW17 collection, featuring head-to-toe
jersey tailoring and embroidered tulle layered
with lace, is made from innovative and
recycled materials such as organic cotton,
sustainably sourced viscose, recycled nylon
and cruelty-free ‘Skin-Free Skin’. The luxury
British fashion brand is continually trying
to lessen its impact on the environment –
53 percent of the womenswear collection
comes from sustainable materials and
the brand has never used leather, fur,
skins or feather. When it is expected that
plastic production will triple by 2050 as
the global population explodes to almost
10 billion, every brand should be making
social responsibility a priority and reevaluating
manufacturing processes.
The campaign images are accompanied
by a film featuring a song by Australian
musician Tkay Maidza. Models Birgit Kos,
Iana Godnia and Huan Zhou lip-synch
to the words as they walk around the
bleak environment, bringing a message
of hope and youthful positivity. At a time
when fashion activism is widespread
and countless brands are unconvincingly
jumping on the sustainability bandwagon,
Stella McCartney’s bold campaign is an
authentic call to action. Here’s hoping other
fashion brands are quick to follow suit.
Image By Harley Weir
FASHION & ACTIVISM 15