Couture Experts by SW ONE Fashion

Stella McCartney: Fashion and Sustainability- Winter 2017 Campaign

“The issues of waste and overconsumption are prominent in our Winter 2017 campaign”.

In collaboration with photographer Harley Weir and artist Urs Fischer.


The world of fashion is a galaxy on its own. While trends and styles take over, there is bigger picture and concerns that designers have in mind before the launch of any collection.

The most important moment for designers is the catwalk show which presents a story, a collection, inspiration and history within 15 minutes of time. On the other hand, there are campaigns which can be more visual and information but at times also shocking or outrageous and difficult to reach the audience or grab their attention in the right way.


Stella McCartney’s courageous act not only highlighted the issues of sustainability and environmental waste but proved that her luxury fashion brand is made out of sustainable goods that customers have no idea about!

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“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”,

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


Stella McCartney’s brand has been a “vegetarian” label since day one as she does not use leather, feathers, skins. She is the pioneer for ethically produced women luxury fashion.


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