Stella McCartney’s summer 2022 campaign delves into the enchanting world of mushrooms and their profound relationship with humanity. Shot by renowned photographers Mert and Marcus, the campaign takes place at the mesmerizing Marqueyssac gardens in the South of France and the captivating Espace Niemeyer in Paris. Stepping into the spotlight is the effortlessly captivating model and activist, Natalia Vodianova. Accompanying the visuals is a captivating soundtrack composed by musician Cosmo Sheldrake, drawing inspiration from the ethereal growth of fungi.
The collection and campaign draw inspiration from the awe-inspiring qualities of mushrooms, as explored in the enlightening documentary, Fantastic Fungi. This enlightening film showcases the profound potential of fungi as a source of medicine, waste decomposition, and even as a tool in combating the pressing issue of climate change. As a result, mushrooms have garnered attention in the fashion industry for their ability to provide sustainable materials, particularly vegan leathers.
Stella McCartney has continually pioneered the use of fungal materials in her designs. One remarkable innovation debuted at her summer 2022 runway show is Frayme Mylo, a vegan mycelium-based material developed in collaboration with Bolt Threads. This groundbreaking material has paved the way for the world’s first commercially available luxury bag crafted from mycelium. Enthusiasts and fashion-conscious individuals can look forward to purchasing this limited-edition bag later this year.
The summer campaign aims to expand its impact by incorporating a series of activations designed to narrate interconnected stories about fungi. Furthermore, renowned British heritage fabrics house, Cole & Son, will reimagine the mushroom prints featured in the Stella McCartney summer 2022 collection into a luxurious wallpaper, adding an artistic touch to interiors.
Stella McCartney’s summer 2022 campaign presents a one-of-a-kind and psychedelic perspective on fashion, highlighting the boundless potential of mushrooms and their symbiotic relationship with humanity and the environment. With the collaboration of esteemed mycologist Merlin Sheldrake, the campaign strives to raise awareness on the transformative power of fungi and their role in shaping a sustainable future. With Natalia Vodianova as the face of the campaign and Mert and Marcus capturing breathtaking visuals, this campaign is certain to leave a lasting impact.
For more information on Stella McCartney’s summer 2022 campaign and the use of fungal materials in fashion, please visit the following links:
1. Stella McCartney Summer 2022 Campaign – Official Website
2. The Potential of Fungal Materials in Sustainable Fashion – Article
