Stella McCartney unveils her 2024 campaign at a recycling plant, highlighting sustainable fashion with Cara Delevingne.
Renowned designer Stella McCartney has just launched her new summer 2024 campaign, celebrating the brand’s most sustainable collection to date. With this in mind, the campaign takes us to the Veolia recycling plant in South London, aiming to showcase the “beauty that can be found in waste,” while reminding us of the dangerous effects of our ever-increasing fashion consumption.
According to the brand, the annual production of garments has doubled since 2000, surpassing the 100 billion mark for the first time since 2014. With the aim of reminding and reeducating its audience about the consequences of fast fashion and its subsequent waste, the campaign stars long-time collaborator and eco-activist Cara Delevingne, portrayed amidst recycling waste with nothing but a Falabella bag.
The new iteration of the silhouette is crafted from recycled materials, including a lining of recycled ocean plastics and a chain of recycled brass and aluminum. Coming in a variety of sizes and materials, each Falabella is handcrafted in Italy with plant-based, recycled, and cruelty-free innovations, intrinsic values to the McCartney brand.
Continuing with that ethos, the summer 2024 collection is made from excess inventory materials from NONA Source. Merging Savile Row tailoring with experimental proportions and paying homage to timeless pieces from McCartney’s archive, the collection aims to blur the lines between gender and generation.
Take a look at the new campaign above and head to the Stella McCartney website to get a closer look at the collection.
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