Zimska kampanja Stele Makartni sa neočekivane lokacije

Stela Makartni je na društvenoj mreži Instagram objavila detalje sa fotografisanja zimske kampanje snimljene na istočnoj obali Škotske.

Iako bi ovo na prvi pogled moglo da zvuči romantično ili bajkovito, zaprvo krajolik na kome su fotografije nastale, sve je suprotno od navedenog. U pitanju je krajolik kakav sve češće možemo videti svuda u svetu, a nastao je upravo zahvaljujući nama, ljudima, konzumentima koji svoje okruženje iz dana u dan pretvaramo u smetlište. Nepregledne planine smeća umesto peščanih dina, miris truleži i propadanja umesto cveća i prirode svakodnevica su u brojnim razvijenim državama.

Kolekcija je sačinjena od održivih materijala poput vegetarijanske kože, zatim recikliranih materijala i organskog pamuka, što je još jedan pokazatelj Steline odluke da svojim primerom pokaže lepotu održive, odgovorne mode.

Kampanja je nastala u saradnji sa umetnikom Urs Fišerom, modelima Brižit Kos, Ianom Godniom i Juan Zou, a čitavu priču je zebeležio fotograf Harli Veir.

“The idea with this campaign is to portray who we want to be and how we carry ourselves, our attitude and our collective path.” x Stella By continuing to highlight issues that are important to us, models @BirgitKos, @IanaGodnia and @HuanModel explore a landfill in Scotland in our new season Winter campaign. We must think about what we are leaving behind.

A post shared by Stella McCartney (@stellamccartney) on Jul 18, 2017 at 2:13pm PDT

Shot on a landfill in Scotland by @HarleyWeir with artwork by #UrsFischer, our new campaign highlights a beautiful attitude towards the collective challenge of waste and what we are leaving behind for future generations.

A post shared by Stella McCartney (@stellamccartney) on Jul 18, 2017 at 11:50am PDT

“Stella’s fashion to me is about dignity, love and a beautiful attitude to all challenges. All while feeling good and looking great and we wanted to reflect that in the concept of this campaign” – Urs Fischer In a campaign collaboration with @HarleyWeir and #UrsFischer we explore the problem of mindless waste. A discarded car disrupts the Sottish landscape and serves as a reminder to consider what we are leaving behind for future generations. Discover the campaign on #StellasWorld at #StellaMcCartney.com A post shared by Stella McCartney (@stellamccartney) on Jul 19, 2017 at 6:43am PDT

Our planet’s waste problem is now so severe that 300 million tons of plastic is created every year, half of which is for single use – wreaking havoc on our environment and the majority ending up in landfill and our oceans. With this campaign, against the striking contrast of landfill we explore the reality of unnecessary waste and aim to inspire action as well as salute the human efforts to care for our planet. Shot by @HarleyWeir with artwork by #UrsFischer. Discover the campaign on #StellasWorld at #StellaMcCartney.com

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