Art meets advocacy and fashion with the newest Stella McCartney fall 2016 ad campaign, and the results couldn’t be more inspiring. It has been a few years now since Stella McCartney first embraced the same ‘no fur movement’ more and more fashion designers are taking up (Vivienne Westwood and now Giorgio Armani advocate for a more sustainable, cruelty-free kind of fashion too), and the label has just proved to be fully ready for the next, even more motivational step.
The Stella McCartney fall 2016 ad campaign doesn’t in fact focus on the British label’s FW 2016-17 collection as we all expected, but rather on a more substantial, bold theme: sustainability.
Captured by Harley Weir, a self-taught, passionate photographer who often works with Stella McCartney, the campaign features 42-year-old model Amber Valletta, (who is often dubbed as one of the most stylish vegetarians of the fashion industry), sporting some of the collection’s must-have staples. As stated before, however, neither Amber Valletta nor the Stella McCartney A/W 2016-17 collection’s pieces appear to be the campaign’s protagonists.
Made in collaboration with artist Ed Ruscha, all of the campaign’s images got post-edited with motivational slogans such as ‘no leather, feathers or fur’, ‘veg out’ and ‘meat free’, as well as the omnipresent hashtag #StellaCares that speaks volumes indeed.
“[The campaign] reflects the designer’s cruelty free designs and sensibility and the new campaign will be tagged with the hashtag #StellaCares,” says the label in a press release, officially removing any doubt regarding Stella’s commitment to the cause for sure.
Edward Joseph Ruscha IV, a.k.a. Ed Ruscha, is one of America’s leading artists, and he often intertwines painting techniques with photography. Close to the pop art movement, Ruscha conferred his recognizable style to Stella McCartney’s campaign, namely a signature typeface he has been using since the Eighties, which he entitled as the “squared-off Boy Scout Utility Modern” typeface.
Ruscha and McCartney have, moreover, often worked together, as both the artists’ styles and points of view on the Earth and art are undeniably similar. Like Ruscha, Stella McCartney also features a similar bold, blunt approach to fashion as a form of art and empowerment, and the fact that she puts advocacy before business proves it once more.
As for the chosen staples, which may be not the campaign’s protagonists but still are worth mentioning for sure, stylist Jane How dressed model Amber Valletta in the Stella McCartney fall 2016 line-up’s coziest, most glam rock staples, such as oversized dresses, ribbed knit sweaters with faux fur embellishments, warm ponchos, bomber jackets and risqué lingerie pieces.
The campaign includes this year’s Stella McCartney It-item as well, which exudes the same glam-rock attitude the garments come wrapped with. Both this handbag and the rest of the collection are available at StellaMcCartney.com to the pleasure of those, who appreciate sustainability and great style in fashion.
Aside from the pictures, the golden team also gathered together to produce an ironic, funny short mockumentary entitled ‘This Film May Contain Gluten’, directed by McCartney’s brother-in-law Simon Aboud. It gives us a glimpse of what it took to create such an iconic, inspirational ad campaign, and we really recommend watching it!
Photos courtesy of Stella McCartney