Stella McCartney has recently launched its summer 2023 campaign, featuring rising star Madelyn Cline, who is known for her passion for animals. Shot at The Gentle Barn animal sanctuary in Santa Clarita, California, the campaign draws inspiration from the iconic Japanese artist Yoshitomo Nara and his activist slogan, ‘Change the History’. With Nara’s illustrations and punk social statements incorporated into the collection, Stella McCartney aims to ignite a call-to-action for the next generation of changemakers to advocate for animal rights and the environment.
The campaign’s focus lies in highlighting the individual stories and names of the animals residing at The Gentle Barn. By doing so, Stella McCartney seeks to convey the message that all creatures, regardless of their age or species, deserve love and care. Echoing this sentiment, the brand plans to raise awareness for animal rights causes through various activations in its boutiques worldwide.
Stella McCartney’s summer 2023 collection stays true to its commitment to cruelty-free fashion. It proudly excludes the use of leather, fur, feathers, and exotic skins, while incorporating 91% responsible materials. Notably, the collection features the world’s very first luxury garment made from regenerative cotton, procured through the Stella McCartney SOKTAS project in Turkey. Started in 2019 and now in partnership with LVMH, this project collaborates with the United Nations Economic Commission for Europe to drive advancements in blockchain traceability technology.
Nara’s activist slogan serves as the overarching inspiration for the campaign and the collection. This collaboration marks the third time McCartney has teamed up with the renowned artist. The summer 2023 collection showcases Nara’s signature big-eyed girls, eerie children in animal costumes, and impactful slogans on stretchy crinkle knit dresses, T-shirts, and hems with bias cuts. It is worth mentioning that this collection is the first to feature Nara’s artwork on a catwalk, following the success of their previous collaboration on the brand’s unisex line.
In summary, Stella McCartney’s summer 2023 campaign is a testament to the brand’s unwavering commitment to ethical fashion and animal rights. By partnering with The Gentle Barn and incorporating Yoshitomo Nara’s artwork, McCartney aims to inspire a new generation of activists to speak up and fight for the well-being of animals and the environment. Not only is the collection stylish and visually stunning, but it also pioneers the use of responsible materials and introduces the groundbreaking regenerative cotton. This collaboration between McCartney and Nara signifies their shared dedication to creating a fashion industry that is compassionate and conscious.
Useful links:
– The Gentle Barn website
– Stella McCartney Sustainability page
