Stella McCartney Reveals Phase 2 of the Summer 2020 Ad Campaign
“Fashion doesn’t have to sacrifice style for sustainability.” Stella McCartney
Stella McCartney reveals the second phase of the brand’s Summer 2020 campaign, celebrating the power of plants. An extension of the campaign that launched in January 2020, it continues the journey of plant to product – highlighting the process taken to create the Summer 2020 collection and the plant-based fabrics used.
Shot in one of the brand’s long-time factory partners, Brunello, the campaign features activist and friend of the brand Amber Valletta and model Achenrin Madit giving a behind-the-scenes, access-all-areas look into the creation of the new Summer 2020 collection – its most sustainable collection to date, with over 75% of the fabrics used being sustainable. The factory setting highlights the need for a sustainable and traceable supply chain. Adding a humorous spin, the campaign features cameos from the factory’s workers adorned with the latest Summer 2020 accessories providing a glimpse into the world of Stella McCartney.
Stella McCartney has worked with the factory since 2001, and they are a key supplier of organic cotton and sustainable viscose fabrics for the brand. 90% of the cotton in the Summer 2020 collection is organic, and all of the tailoring and knitwear is made from sustainable materials including recycled polyester, sustainable viscose, organic cotton and responsible, traceable wool.
Continuing the brand’s commitment to being vegetarian since day one, the campaign features new hero bag styles made with vegetarian Eco Alter Nappa and Alter Nappa. Eco Alter Nappa is PVC free and made with a recycled polyester backing derived from plastic waste. The Eco Alter Nappa has a coating made with more than 50% vegetable oil, which is a natural, renewable resource and does not come from food sources. The eyewear is created using bio-acetate coming from wood pulp fibres, a natural material, and is phthalate-free and biodegradable.
Phase 2 of the Stella McCartney Summer 2020 campaign will feature as a digital campaign.