Stella McCartney launches an AI-powered campaign to raise awareness about bird extinction

Stella McCartney has launched an AI-driven campaign to warn about bird extinction, merging sustainable fashion, technology, and social impact.

For her Summer 2025 campaign, McCartney delivers a clear message: protect birdlife before it’s too late. Inspired by writer and birdwatcher Jonathan Franzen, the designer unveils the Save What You Love manifesto, highlighting the alarming decline of species.

Shot in New York by Ethan James Green, the campaign blends sustainable fashion with technology, featuring AI-generated birds alongside Eva Mendes, Myha’la, Alex Consani, and Raye. Each model also advocates for various social and environmental causes.

McCartney’s Spring 2025 collection is her most sustainable yet, free from leather, fur, or feathers. It includes innovations such as the Hydefy bag, made from a mushroom-based vegan material, and recycled nylon fabrics. Additionally, it showcases pigeon sculptures crafted from recycled metals in collaboration with 886 Royal Mint.

This launch also marks McCartney’s first step after regaining full control of her brand, previously partially owned by LVMH. While she will continue collaborating with the group, she will now do so as a global sustainability ambassador, reinforcing her commitment to ethical fashion and the environment.