A model lying on a giant globe: a suggestive, symbolic image that encourages to take care of our planet.
It is a preview of Stella McCartney’s new campaign, which relies on the channel of advertising to launch a call to action aiming at stir consciences on the current climate conditions.
Always attuned to sustainability to improve the status of the planet we are living on, the designer has been a pioneer of eco-friendly fashion luxury since 2001 (when her label was founded) by making green fashion choices such as adopting circular solutions and using vegan materials.
Now, the time has come to take stronger action and convey the message of the importance of activism. For her latest campaign, the designer has involved world-renowned environmentalist Jane Goodall and members of the Extinction Rebellion activist group.
Signed by photographer Johnny Dufort, the adv shots depict the cliffs of Llangattock Quarry and the sand of Nash Point, landscapes of pristine beauty on the Welsh coast. Just a small piece of the wonderful world that nature has created and that Stella McCartney intends to celebrate for this sole purpose: inspiring and encouraging the community to join the fight against global warming.
A picture might be worth a thousand words, but not for the British designer, who decided to complement the campaign with a series of video for social media on the common theme “5 ways to save the world”, in order to share information and invite to join the conversation. Top models like Amber Valletta, Chloe Pearson and Emma Laird are also participating in the clips where, in the immediate language of payoffs, they speak messages like“ Make your voice heard” or “Be kind”.
The short film, for its part, is narrated with a reading by Jane Goodall of a poem by Jonathan Safran Foer.
Needless to day, alongside the scenarios captured by Dufort, another protagonist of the campaign is Stella McCartney’s collection, which features sustainable fabrics such as organic cotton, sustainable viscose, recycled polyester and ECONYL® (regenerated nylon waste from landfills) and introduces new ones like recycled cotton and traceable alpaca.