Stella McCartney shot her fall 2017 campaign in a Scottish landfill.

Stella McCartney took her fall 2017 ad campaign to a Scottish landfill shoot by Harley Weir, in collaboration with artist Urs Fischer. Models Birgit Kos, Iana Godnia and Huan Zhou pose in the images. The concept was an exploration of waste and consumption, two of McCartney’s key brand tenets — 53 percent of her women’s collection is made from sustainable materials, and the brand is vegetarian.

“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,” said McCartney. “Our man-made constructed environments are disconnected and unaware of other life and the planet, which is why there is waste.”

Stella McCartney shot her fall campaign in a Scottish landfill.Stella-McCartney-Fall-Winter-2017-Campaign17698Stella-McCartney-Fall-Winter-2017-Campaign21103


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