Stella McCartney Spring 2025 Ad Campaign

Review of Stella McCartney Spring 2025 Ad Campaign by Photographer Ethan James Green with models Myha’la, Alex Consani, Eva Mendes, and RAYE

Stella McCartney‘s call to action takes flight in the brand’s Spring 2025 campaign, captured by photographer Ethan James Green.

The campaign extends the bold graphic aesthetic and call to action of the brand’s Fall 2024 campaign, and sees that campaign’s talents Eva Mendes and RAYE return to be joined by Myha’la and Alex Consani. The cast, each of whom matches their creative talents with a passion for activism and positive social change, are captured wearing the collection that the brand says is its most sustainably made yet.

Continuing the idea of caring for the Earth and its inhabitants, Green’s direct portraits of the cast are paired with AI-generated portraits of fantastical doves and other birds, and finished off with with the text “SAVE WHAT YOU LOVE” in bold red print: a direct statement of brand values.

Accompanying the still imagery is a video that puts a poetic spin on the call to action. Narrated by the one-and-only Helen Mirren, the video extends the collection’s inspiration from author and birdwatcher Jonathan Franzen’s book The End of the End of the Earth, weaving together documentary footage of doves in flight.

Stella McCartney continues to be a rare brand in fashion that always makes its point of view clear and sends a powerful statement, both in its marketing approach and in the collections themselves. That being said, the brand is liable to catch some flak for the campaign’s use of AI, which is infamously unsustainable due to its excessive use of water, energy, and other resources. Understandably, it’s difficult to ethically get beautiful portraits of rare birds, but a brand committed to sustainability should be setting an example in creatively crafting sustainable solutions, and sustainability-minded customers might be turned off by the choice.