British fashion designer Stella McCartney is known throughout the industry as an advocate of ethical fashion and environmental conservation. She's one of the leaders in sustainable fashion and refuses to use leather and fur throughout her designs. Always pushing the limits of ethical fashion, her latest fashion campaign is no different.
Shot by Harley Weir and created in collaboration wit artist Urs Fischer, the campaign features clothing from her latest collection.
Posed on a landfill in East Scotland, models Birgit Kos, Huan Zhou and Iana Godnia can be seen lying in rubbish surrounded by disused cars with smiles all round, highlighting how consumerism has affected the planet.
In a statement, McCartney said, 'The idea we had with this campaign is to portray who we want to be and how we carry ourselves; our attitudes and collective path. Our man-made constructed environments are disconnected and unaware of other life and the planet which is why there is waste.'
Co-creator, Fischer speaks of the campaign, '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.'
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