Shooting a fashion campaign in a landfill is a powerful message about the amount of waste created by the textile industry.

British designer Stella McCartney upheld her ongoing commitment to sustainability and reducing environmental waste by shooting her signature textures in a landfill, surrounded by garbage. In collaboration with artist Urs Fischer and shot by photographer Harley Weir, the designer brings literal light to issues like overconsumption and single-use fashion.

The idea we had with this campaign is to portray who we want to be and how we carry ourselves; our attitude and collective path. Our man-made constructed environments are disconnected and unaware of other life and the planet, which is why there is waste. – Stella McCartney

Founded in 2001, Stella McCartney has always considered itself a vegetarian label, never using fur, leather, skins, or feathers. After over a decade of expanding her ready-to-wear line into a lifestyle brand with a strong environmental conscious, McCartney has set somewhat of a standard across the industry.

And, after her introductions of fur-free fur, regenerated cashmere, sustainably-sourced viscose, and most recently, skin-free skin, it’s safe to say McCartney is a — if not the — pioneer for ethically-produced and environmentally harmless luxury fashion, with 53% of its womenswear business being made from sustainable materials.


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