“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 … Our man-made constructed environments are disconnected and unaware of other life and the planet which is why there is waste.” ~ Stella McCartney, in press release
Designer Stella McCartney is tackling the issue of sustainability from a different angle in her new winter campaign. Hoping to take the fashion conversation to a new level, McCartney has shot her AW17 womenswear campaign in a landfill site on the coast of Eastern Scotland. Photographed by Harley Weir in collaboration with artist Urs Fischer, the images see the models standing and lying upon piles of landfill. These sobering images reflect the reality of a world consumed by throwaway consumption, fast fashion, and fashion waste.
Thank you, Stella McCartney. I’m buying it.