The imagery features subtle cues to the British designer’s dedication towards sustainability as model/actress Kaia Gerber stars in her first-ever ad campaign for Stella McCartney, alongside Kate Moss in her seventh with the brand, for Spring 2019. Photographed by Johnny Dufort, the imagery features subtle cues to the British designer’s dedication to sustainability. The circle-shaped photos, for example, tie in with McCartney’s continued support towards a more circular economy, as well as her own business and design decisions to help better the environment.
“For this season, I wanted to capture the wonder of women: the circle of life and the love of learning from those that inspire and came before us and are in the now,” McCartney elaborates on her reflective mood. “We represent women of any age.”
The circular metaphor is realised literally in the disc shape of the photographs, and the hoops that the models, who are outfitted in McCartney’s signature boiler suits, use as props. The spherical theme also represents McCartney’s commitment to sustainability and efforts towards a circular economy.
About 60% of McCartney’s most recent runway collection includes sustainable materials such as green materials, including regenerated cashmere, organic cotton and denim, recycled nylon and sustainable viscose, and McCartney is on a mission to increase that number each season. In the new campaign, Gerber is seen wearing a tie-dye jumpsuit made from organic denim, while Moss’s is comprised of white organic cotton, in addition to her sparkling lurex dress made up of sustainable viscose.
Has McCartney imparted her wisdom onto her longtime campaign star – this will be Moss’s seventh time posing as the face of the brand – and her new protégée? “There was so much energy at the shoot!” she smiles. “Kate and Kaia’s bold beauty really shine in these images… and our effortless relationships – how we choose to support one another over time – come through.”
Later this month, McCartney will also debut a fashion film to celebrate the Spring 2019 collection, which can be viewed on the namesake brand’s website and social media platforms. In the meantime, see the rest of Stella McCartney’s ad campaign starring Gerber and Moss in the gallery below.