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Stella McCartney Fall 2017 Ad Campaign


Stella McCartney has always voiced that luxury and sustainability go hand in hand. With the new Fall 2017 campaign, McCartney emphasizes to her audience exactly why luxury brands should make environmental efforts. Photographer Harley Weir, and artist Urs Fischer came together to help tell the story that the brand is continually writing, season after season.

The video begins with shots of models Iana Godnia, Birgit Kos, and Huan Zhou frolicking around open fields filled with sheep and flowers. The dream like atmosphere continues as they mouth lyrics to Tkay Maidza’s tailored version of ‘Tennies,’ dubbed ‘Stellas.’ The carefree spirits dwindle down when the presence of waste becomes more prominent.

Conquering the mountains of junk with their Stellas on, the trio continues bringing their powerful presence and unstoppable aura even amongst the huge truck behind them. The idea of them continuing on regardless of the amount of waste around them, is symbolic of the brand’s continual efforts to be sustainable pioneers. 53% of Stella McCartney’s women’s collection has become sustainable, and the brand is also vegetarian. This campaign just further solidifies the pact Stella McCartney has made to changing the course of luxury’s environmental impact.


Photographer | Harley Weir
Models | Iana Godnia, Huan Zhou, & Birgit Kos
Hair | Gary Gill
Makeup | Thomas De Kluyver
Set Designer | David White