Stella McCartney Highlights Fashion's Waste Problem With Her New Campaign

by: Well Made Clothes Staff | 3 years ago | News

Image: Stella McCartney’s Fall-Winter 2017 campaign, photographed by Harley Weir. Image source.

Stella McCartney has really helped to put sustainable fashion on the map since first launching her eponymous label back in 2001. But the designer’s aesthetic choices usually don’t incorporate the environmental message quite so strongly as in her most recent campaign. For Fall-Winter 2017, the British designer decided to step things up a notch by shooting the campaign in landfill. Designed to shed light on fashion’s overarching waste problem, the powerful imagery was shot by Harley Weir in collaboration with artist Urs Fischer.

According to WWD, models Birgit Kos, Iana Godnia and Huan Zhou were shot as a group standing in the landfill on the coast of Eastern Scotland. Kos is pictured lying on a rusted decaying car, for example, and Godnia lying in a pile of household refuse. Suffice to say that the images definitely do grab your attention and underscore an important issue facing the fashion industry right now. 

In an age where designers discard an average 20% of fabric during production and consumers throw away 30% of clothing after wearing it just once, it is critical that we all start thinking a little more carefully about how we can reduce our textile waste for the future survival of the planet. And this imagery from a respected high fashion brand is a great way to kick off that necessary conversation.

“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,” McCartney explained. “Our man-made constructed environments are disconnected and unaware of other life and the planet, which is why there is waste.” But this latest initiative isn’t all McCartney is doing for the planet. In fact, the campaign also follows news that she has formed an ongoing partnership with Parley for the Oceans, which is an organisation that collects and repurposes plastic bottles from the ocean. If only all designers could be quite so mindful as McCartney, we would have a much healthier fashion industry overall.


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