Fashion at Landfill

Fashion at Landfill

25 July, 2017
Stella McCartney
The ethical fashion advocate shoots her advertising campaign at a landfill
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Forget the picturesque sunset backgrounds and forget the aesthetic graffiti walls: landfill has taken over as Stella McCartney’s new photoshoot set. For the advertising campaign for her AW17 collection, McCartney has raised the bar by having models strut around a landfill site on the coast of Eastern Scotland—while staying ridiculously stylish.

The concept behind the landfill shots

“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,” said McCartney. “Our man-made constructed environments are disconnected and unaware of other life and the planet, which is why there is waste.”

McCartney’s statement campaign shines a spotlight on the concept of waste and consumption. Apart from being a vegetarian brand, 53 per cent of the fashion designer's women’s collection is made from sustainable materials. Harley Weir shot the campaign, in collaboration with artist Urs Fischer.

“Stella’s fashion to me is about dignity, love and a beautiful attitude to all challenges, all while feeling good and looking great. We wanted to reflect that in the concept of this campaign”, said Fischer.

Models featured in the collection promo video

Birgit Kos, Iana Godnia and Huan Zhou are captured in the retro themed AW17 collection marketing video, lip-syncing to a catchy song. These three beautiful women were all cast in McCartney’s fall 2017 runway show. They are seen elegantly walking around on the enormous mountain of trash, with a few cameo shots of a giant garbage truck scooping stacks of rubbish. One of the models is even pictured lying down on a pile of discards while rocking McCartney’s green dress with a mesh cover-up.

The environmentally conscious fashion designer is well renowned for her ethical resources and clothing productions. She had partnered up with Parley for the Oceans back in June this year to make use of upcycled yarn fibre found in plastic trash to make her limited edition of Parley Ultra Boost trainer.

Stella McCartney never fails to surprise us with her thought-provoking and bold moves in the fashion industry. Now, we just have to eagerly wait and watch for her next idea that will step up her own game, again.

By: Sumichhya Gurung
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