New Stella Mccartney campaign
Stella McCartney, creative director of Stella Mccartney brand, is known for her love of ethical consumption.
The designer is not the first year advocates for environmentally friendly production. Raises acute questions about global warming, pollution and much more. Stella McCartney from the words goes to the point – her collections are environmentally friendly. She does not use natural skin and fur. Advertising campaigns Stella Mccartney, like the collection, has long been one of the ways of the designer to declare his position to the whole world.
In almost every advertising campaign, Stella McCartney addresses the topic of ethical consumption in the fashion industry. And the issue of environmental friendliness of production or environmental protection globally. Previously, Stella Mccartney Fashion House raised the issue of pollution of the world’s oceans, cashmere production. And advocated the use of ecological leather and fur. In the new fall / winter 2017/2018 ad campaign, Stella McCartney touched on one of the most acute environmental disasters – pollution of garbage dumps.
The new ad campaign from Stella McCartney was named «Valley of Waste». Models in clothes from the new collection posed against the background of this garbage dump. That was created by the artist Urs Fisher. The location for creating such an unusual art object was the testing ground in East Scotland. The author of photos and videos was Harley Weir. Birgit Kos, Huang Zhukomanda and Ukrainian Yana Hodnya were invited as models.
«The idea that we dedicated this campaign is an attempt to portray who we want to be and how we behave towards our planet», — Stella commented. «We have alienated ourselves from nature, and we do not notice at all how much harm is done to it».
Models tried on loose trousers and overalls, sweaters and jackets with hypertrophied shoulders.
«On our planet there is a problem with waste and excessive consumption, damaging our environment. Disposable items, in particular from plastics, end up on landfills, of which about 300 million tons of plastic are produced annually. Stella’s brand, personally for me, is dignity, love and a wonderful attitude to all the challenges of fate. All this is well felt and looks great, and we wanted to reflect this in the concept of this campaign», — said the artist Urs Fisher.