Stella McCartney Unveils Winter 2017 Campaign

Shot in a Scottish landfill, the striking new campaign brings sustainability to the forefront
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Every year, Americans throw away an estimated 13 million tons of clothing – a vast sum that has doubled over the last two decades. In China alone, over 70,000 tons of textile waste is generated every single day. Thus is the ugly side of fashion. We rarely talk about it but one designer who isn't afraid to tackle it head on is Stella McCartney

Staying true to her commitment to sustainability and responsibility, the British designer recently unveiled her latest campaign for Winter 2017. Shot in collaboration with artist Urs Fischer and photographer Harley Weir, the striking new campaign shines the spotlight on waste and over-consumption in the most unlikely of places: a desolate landfill on the Eastern coast of Scotland.

“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

Stella McCartney Winter 2017

The campaign stars the designer's winter runway show cast – Birgit Kos, Iana Godnia, and Huan Zhou – as they pose against the harsh landscape in McCartney's signature creations. This season, the designer explores her classic designs in a more precise yet effortless way – think British equestrian-inspired tailoring, structural velvets, organic raw denim jumpsuits and coats, and effortless evening looks layered with embroidered tulle and sumptuous lace.

Quilted nylon coats and outerwear add a sporty, tomboy energy to the collection alongside a line of pumped-up sneakers (below) that combine stone and rock texture soles. Each sneaker design boasts a rich mono‐tone range in alter calf, alter micro‐suede, and neoprene – a reflection of McCartney's firm stance against using any animal fur or leather in her designs.

Stella McCartney Winter 2017

Stella McCartney Winter 2017 collection is available #02-19, Hilton Hotel Singapore.



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