Stella McCartney, long known for her focus on sustainability, has set her latest campaign in a Scottish landfill site in an attempt to highlight the issues of overconsumption within modern society.
Shot by Harley Weir, the images and accompanying film for autumn/winter 2017, are captured against a backdrop of waste to demonstrate how single use and disposable items are wreaking havoc on our environment.
“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 and the planet which is why there is waste,” McCartney explained.
In a social media post, the brand added: “Our planet’s waste problem is now so severe that 300 million tons of plastic is created every year, half of which is for single use – wreaking havoc on our environment and the majority ending up in landfill and our oceans. With this campaign, against the striking contrast of landfill we explore the reality of unnecessary waste and aim to inspire action as well as salute the human efforts to care for our planet.”
Models Birgit Kos, Iana Godnia and Huan Zhou can be seen lying on a discarded car or amid the heaps of waste in the ads, questioning what we are leaving behind for future generations. In the film, they lip-sync to a song by Australian rapper Tkay Maidza. Artist Urs Fischer added illustrations to the imagery.
The write-up for the campaign continues: “We stand by our commitment to being a responsible, sustainable brand. Throughout the new collection we use innovative and recycled materials such as organic cotton, sustainably-sourced viscose, recycled nylon and cruelty-free Skin-Free-Skin. We are continually trying to lessen our impact on the environment. It is expected that plastic production will triple by 2050 when the population explodes to almost 10 billion – so it is vital that we act now.”