Stella McCartney is sending a powerful message with her latest campaign

And it’s certainly worth talking about

stella mccartney

And it’s certainly worth talking about

Stella McCartney has always been an advocate of ethical fashion and environmental conservation, and her latest fashion campaign is true to her beliefs.

The images, shot by Harley Weir showcase the designer’s latest collection, including slouchy knitwear, androgynous suits and embellished lace dresses.

So far, so normal right? But you see, while the clothes are beautifully styled, the campaign is more about where they’re shot.

Because models Huan Zhou, Iana Godnia and Birgit Kos are posing in a landfill in East Scotland, to highlight how consumerism is affecting the planet.

stella mccartney

Stella McCartney said in a statement, ‘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.’

The campaign, created in collaboration with artist Urs Fischer shows the models lying in rubbish and on disused cars, but there’s a decidedly positive and colourful aspect to them, with models smiling in every shot.

Urs Fischer sums it up beautifully, ’Stella's fashion to me is about dignity, love and a beautiful attitude to all challenges, all while feeling good and looking great. We wanted to reflect that in the concept of this campaign.’

And that they certainly did. It’s also worth pointing out Stella McCartney actually means it when she says she wants to protect the environment. 53% of her materials come from sustainable sources, and with this campaign, she’s actively asking others to do the same.

Penny Goldstone

Penny Goldstone is the Digital Fashion Editor at Marie Claire, covering everything from catwalk trends to royal fashion and the latest high street and Instagram must-haves.

Penny grew up in France and studied languages and law at the Sorbonne Nouvelle University in Paris before moving to the UK for her MA in multimedia journalism at Bournemouth University. She moved to the UK permanently and has never looked back (though she does go back regularly to stock up on cheese and wine).

Although she's always loved fashion - she used to create scrapbooks of her favourite trends and looks, including Sienna Miller and Kate Moss' boho phase - her first job was at, sourcing the best deals for everything from restaurants to designer sales.

However she quit after two years to follow her true passion, fashion journalism, and after many years of internships and freelance stints at magazines including Red, Cosmopolitan, Stylist and Good Housekeeping, landed her dream job as the Digital Fashion Editor at Marie Claire UK.

Her favourite part of the job is discovering new brands and meeting designers, and travelling the world to attend events and fashion shows. Seeing her first Chanel runway IRL at Paris Fashion Week was a true pinch-me moment.