Fashion

Stella McCartney's New Campaign Shows the Consequences of Consumption

Shot at a South London recycling plant and starring Cara Delevingne.

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Stella McCartney's New Campaign Shows the Consequences of Consumption

Shot at a South London recycling plant and starring Cara Delevingne.

Stella McCartney just dropped its new Summer 2024 campaign, celebrating the brand’s most sustainable collection to date. With that in mind, the campaign takes us to the Veolia recycling plant in South London, aiming to showcase the “beauty that can be found in waste,” whilst reminding us of the dangerous effects of our ever-increasing fashion consumption.

According to the brand, the number of garments produced annually has doubled since 2000, exceeding the 100 billion mark for the first time since 2014. Aiming to remind and re-educate its audience about the consequences of fast fashion and its subsequent waste, the campaign stars long-term collaborator and eco-activist Cara Delevingne, pictured amidst the recycling waste with nothing but a Falabella bag.

The new iteration of the silhouette is crafted with recycled materials, consisting of a recycled ocean plastics lining and a recycled brass and aluminium chain. Landing in a range of sizes and materials, each Falabella is handcrafted in Italy with plant-based, recycled and cruelty-free innovations — values intrinsic to the McCartney brand.

Continuing that ethos, the Summer 2024 collection is crafted from deadstock materials from NONA Source. Fusing Savile Row tailoring with experimental proportions and a tribute to the timeless pieces of the McCartney archive, the collection aims to blur the lines between both gender and generation.

Check out the new campaign above and head to Stella McCartney’s website for a closer look at the collection.

While you’re here, take a look at the new size-inclusive offering from GANNI and Paloma Elsesser.

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