Committed to the concept of sustainable fashion, Stella McCartney wore her love for Mother Earth on her sleeve with a winter 2017 ad campaign that compares two different disposal sites, located on the Eastern Coast of Scotland.
Creatively directed with Urs Fischer and photographed by Harley Weir, one images shows a model shot against a backdrop of “clean waste,” which will be shipped to a recycling center. The photograph is contrasted by a trash-packed landfill in a second image.
“Our planet has a waste and over-consumption problem, wreaking havoc to our environment. Single use and disposable items, particularly from plastic are ending up in landfills, with nearly 300 million tons of plastic produced every year,” reads press drawing attention to the magnitude of the issue.
The shoot includes models Brigit Kos, Iana Godnia and Huan Zhou.
Check out the images below.