Designer Stella McCartney decided to take command of her ads for the spring/summer 2016 season. She styled the campaign, and she decided to cast models Mariacarla Boscono and Natalia Vodianova, who have been favorites of the designer for quite some time. The fabulous Stella McCartney spring 2016 ad campaign was photographed by Harley Weir, marking his third collaboration with McCartney.
The photos were taken right outside Paris, although the setting wasn’t really relevant to the outcome of the campaign. The shots were taken from above, as the models were sprawled on deep green grass, and some with the designer’s name on a white banner taking up the center of each shot. This made everything seem simple, natural, and also highlighted the clothes while keeping everything chic and editorial.
“I wanted to evoke the laid back feeling of summer; a celebration of love and friendship,” said McCartney, on her website. “The images have a sense of lightness, an open heart with an edge to it.”
The way the models lay next to each other on the open ground is almost a sensual display, where it is now easy to see McCartney’s vision of an open heart. The campaign’s page on her website continued on to talk about what exactly the campaign means, and more on the details of the photoshoot.
“The new campaign is inspired by women and the individuality of women… the effortless and fresh images portray a celebration of summer. Natalia Vodianova and Mariacarla Boscono showcase this season’s looks featuring an explosion of color, energy, and movement…”
The looks featured in the campaign were shown off in all the right ways, with the pristinely pleated dresses playing nicely beside the more body-hugging knit fabrics. The patterned pieces were standouts of their own kind, and didn’t have to worry about fighting any over-the-top setting or other style elements. Everything definitely had its place in these shots, which made the accessories stand out beautifully. The Becks bag is the new addition to the McCartney line, with its hand-woven brass chain.
According to WWD, there was to be a complementary mood film revealed on Jan. 29, although there has been no wind of such a video on McCartney’s website or her social media platforms. This would likely make for a lovely addition to the photos, but unfortunately it’s not seeming like a sure thing. That being said, there have been a couple of fun videos that link to the clothes in the spring collection earlier in January, so there is a video element at play here, just maybe not what some were expecting.
Going back to the overall visual photoshoot before us, it’s easy to see its beauty. But there is something so much more exciting about when an ad campaign is in print, rather than in only digital form. This is one campaign that will look stunning on the glossy pages of the magazines, which will be carrying it. It will be running in the March issues of magazines like Elle, Harper’s Bazaar, Interview, V, Vogue, and W, and will also be found on other international titles as well. With its simple elegance and highly editorial nature, this is one campaign you’ll want to be keeping your eyes peeled for come March.
Photos courtesy of Stella McCartney