The issues of waste and overconsumption are prominent in Stella McCartney's Winter 2017 campaign.
In collaboration with artist Urs Fischer and photographer Harley Weir, set to the backdrop of the Eastern Coast of Scotland, the man-made landscapes formed from discarded items question what we are leaving for future generations. In one image we see ‘clean waste’ on its way to a recycling centre, contrasted with the harsh reality of landfill in another. Models Brigit Kos, Iana Godnia and Huan Zhou provide striking contrast to the bleak environment, bringing a youthful positivity and hope to the message.
“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
Our planet has a waste and overconsumption problem, wreaking havoc to our environment. Single use and disposable items, particularly from plastic are ending up in landfills, with nearly 300 million tons of plastic produced every year.
Stella stands by their commitment to being a responsible, sustainable brand. Throughout the new collection they use innovative and recycled materials such as organic cotton, sustainably-sourced viscose, recycled nylon and cruelty-free Skin-Free-Skin. As a brand Stella are continually trying to lessen their impact on the environment.
It is expected that plastic production will triple by 2050 when the population explodes to almost 10 billion – so it is vital that we act now.
View the full campaign below.
All images from Stella McCartney