Stella McCartney has always been a designer that constantly has us thinking about our place in the world, and continuously reminds us to be conscious of the environment. She’s been a designer that always tries to make her consumers be conscious about unneeded waste, and sustainability. However, her newest ad campaign for Fall/Winter 2017 took things to the next level.
The collection itself looks to be a lot of business wear, oversized suits with large high waist pants and long overcoats, and cute skirt suits seemed to be the main feature. I loved the detailed embroidery and sheer overlays matched with brightly colored turtleneck mini dresses. Stella McCartney’s design aesthetic has always been classic and simplistic, and once again, she reinvents workwear into something that I’d actually be excited and motivated to wear!
In the short campaign video, we see models dancing around to some poppy music in a large grassy field, as girls wearing lots of neutral colors, skirt suits, and dresses with beautiful beaded embroidery are shown having a fun adventure. However, about halfway in, the close up shots of nature turn to that of piles of plastic bags, food wrappers, and other sorts of trash. The models are still roaming around, being followed by a bulldozer, scooping up the trash behind them. The video is definately a great reminder for people who are not always conscious of how careful we need to be about how we get rid of things, and about how we consume as people. When asked about the video, McCartney says, “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,” she then goes on to say, “Our man-made constructed environments are disconnected and unaware of other life and the planet which is why there is waste.” Not only is the campaign beautiful, but it has an extremely important message behind it, we hope to hear more about the brand’s environmental efforts soon!