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Fashion designer Stella McCartney just unveiled her winter campaign, photographed against the rolling landscapes of the Eastern Coast of Scotland.
Sounds beautiful, right? Well, these particular landscapes are actually man-made landscapes, formed by the seemingly endless mountains of waste produced by humans.
In other words, Stella McCartney’s latest campaign was photographed in a giant landfill.
The brand is known to use sustainable materials—such as
vegetarian leather, recycled fabrics and organic cotton—and this latest campaign only strengthens the brand’s stance against pollution and environmental damage.
“The man-made landscapes formed from discarded items question what we are leaving for future generations,”
states the designer.
“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.”
The campaign, which was made in collaboration with artist
Urs Fischer and photographer
Harley Weir, features models Birgit Kos, Iana Godnia and Huan Zhou. The young models, styled in the brand’s luxurious, sustainable clothing, provide an optimistic, beautiful contrast to the bleak surroundings they are in.
Take a look at the campaign visuals and video below.
"The idea with this campaign is to portray who we want to be and how we carry ourselves, our attitude and our collective path.” x Stella By continuing to highlight issues that are important to us, models @BirgitKos, @IanaGodnia and @HuanModel explore a landfill in Scotland in our new season Winter campaign. We must think about what we are leaving behind.
A post shared by Stella McCartney (@stellamccartney) on Jul 18, 2017 at 2:13pm PDT
Shot on a landfill in Scotland by @HarleyWeir with artwork by #UrsFischer, our new campaign highlights a beautiful attitude towards the collective challenge of waste and what we are leaving behind for future generations.
A post shared by Stella McCartney (@stellamccartney) on Jul 18, 2017 at 11:50am PDT
“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” – Urs Fischer In a campaign collaboration with @HarleyWeir and #UrsFischer we explore the problem of mindless waste. A discarded car disrupts the Sottish landscape and serves as a reminder to consider what we are leaving behind for future generations. Discover the campaign on #StellasWorld at #StellaMcCartney.com
A post shared by Stella McCartney (@stellamccartney) on Jul 19, 2017 at 6:43am PDT
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. Shot by @HarleyWeir with artwork by #UrsFischer. Discover the campaign on #StellasWorld at #StellaMcCartney.com
A post shared by Stella McCartney (@stellamccartney) on Jul 19, 2017 at 11:07am PDT
[via
Huffington Post, video and images via
Stella McCartney]
