Stella McCartney's latest campaign highlights fashion's landfill problem

Other | Wednesday 19th July 2017 | Lorna

British designer and daughter of Beatles legend Paul McCartney is bringing awareness to fast fashion's problem with waste in her Winter 2017 campaign. 

The campaign sees models dressed in slouchy silhouettes of grey, camel and cream posing in a rubbish strewn landfill site and reclining in a pile of rubbish.

McCartney aims to bring awareness to the fact that almost 300 million tonnes of plastic are produced each year, with the majority ending up in a landfill, and plastic production is expected to triple by 2050 when the population expands to nearly ten billion people. 

The designer is doing her part to save the planet by using organic cotton, recycled nylon and her newly created fabric, Skin-Free-Skin, which provides a cruelty-free alternative to suede and leather and was introduced as part of her Autumn 2017 collection. 

Despite the hefty price tag of some items, fashion fans can be reassured that their products will stand the test of time and won't be falling apart within the first few weeks of wear, making any Stella McCartney piece a serious investment.