Stella McCartney’s Summer 2020 ad campaign highlights the power of plants as a symbol of sustainable change within the fashion industry. The campaign’s images featuring Amber Valetta are the result of the brand’s fourth collaboration with English photographer Jonny Dufort, and are filled with leafy fronds of ferns and ivy as a visual reminder of Stella McCartney’s ongoing commitment to sustainability.
In one image, Valetta wears a photographic print of wild daisies shot by Stella herself, and in another image Valetta’s face is partially obscured by a mask of foliage crafted by make-up artist Hiromi Ueda. The lush greenery permeating the campaign draws attention to the collection’s environmental initiatives; notably, the Summer 2020 collection is the brand’s most sustainable to date with 78% sustainably sourced materials, including 90% organic cotton as well as recycled polyester, regenerated cashmere, sustainable viscose, responsible and traceable wool, ECONYL® regenerated nylon, solvent free PU, gold certified wool yarns and Eco-Atler Nappa. Letting the sustainability story define the campaign’s aesthetic provides consistency of message, and has the added benefit of creating a visual biofeedback loop that is calming, soothing and restorative.
Stella McCartney Creative Director | Stella McCartney Photographer | Johnny Dufort Model | Amber Valetta Hair | Cydnia Harvey Makeup | Hiromi Ueda