Nature and freedom, our new campaign for Winter 2018
Our latest campaign embraces nature as well as a sense of escape and freedom. Set against a beguiling Scottish landscape that reflects the new collection’s softly deconstructed, textural and timeless looks.
“This season we went to the root of my memories, the place that makes me feel like I’m in every season: Scotland. We shot in Campbeltown on the farm where I grew up as a child; the ocean, the bagpipers from the Kintyre School – these are all part of my childhood memories. It is one of my most emotional ad campaigns ever; it allowed me to connect with the local people and nature. I worked with Johnny Dufort and the models to bring life, personality and a kind of character into the clothes and into the entire spirit of the shoot. Johnny brings a kind of sense of humour, a sense of comedy.” – Stella McCartney
Shot in the remote countryside where Stella spent childhood summers, the campaign is our second collaboration with British photographer Johnny Dufort. Abundant textures from the collection and organic scenery play off one another, where silhouettes sprawl on luxuriant, spongey mosses and crisp autumnal foliage, alluding to our commitment to sustainability. There is a natural freedom and harmonious interplay.
Stella comments, “There is a lot of sustainable forestry in that part of Scotland, which is part of what we wanted to capture in the images. We really wanted the clothes to connect with nature, one of the core messages at the heart of the Stella McCartney brand…sustainability, fashion and luxury. We also wanted to capture the spirit of diversity as well. We are a house of opposites; looking at the campaign you reflect back to these moments of serenity where the girls lie on mossy ground wearing Fur-Free-Fur and this beautiful sort of charming emotion.”
The juxtaposition between textures is punctuated with moments that reflects our irreverent spirit, an amalgamation of beauty and chaos. A dress inspired by lingerie slip dresses in off-white lace moves amongst a voluminous parachute; while a colourful piñata shot references grand old painting compositions showcasing minimalist black and white looks.
One image captures a moment with the original Kintyre School Pipe Band who played in the Wing’s “Mull of Kintyre” music video, sounding our musical roots with a nod to Scottish heritage. While the pipers wear their traditional dress, a modern sensibility is demonstrated through faux-fur sporrans and bagpipes made from cruelty-free materials.
The Loop sneaker appears throughout the campaign, an innovative design using the least amount of glue possible allowing each component to be easily recyclable. Our way of creating a more circular product design.