Stella McCartney Brings Overconsumption to the Forefront of Fashion
Companies have been creating innovative products out of waste for years; and with each material advancement, the envelope is pushed further with more integrated, holistic communications campaigns. However, many of these previous campaigns skirted away from the gritty aspect of waste. Now, one fashion brand is taking a nontraditional approach to creating beauty out of waste.
Stella McCartney, a long-time sustainability advocate and animal rights activist, upheld her commitment to ethical fashion with a shocking look for the luxury brand’s 2017 fall campaign. With 300 million tons of plastic produced every year, half of which is for single-use, and 26 billion pounds of textiles going into landfills, McCartney’s campaign aims to shed light on the issue of overconsumption and single-use fashion. The brand contrasted its luxury-level designs against the backdrop of a landfill site which served as the location for the entire Autumn/Winter 2017 campaign shoot.
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