New York: Stella McCartney reveals her summer campaign, inspired by Jonathan Franzen, focusing on the protection of birds. The collection prioritises sustainability, featuring eco-friendly pieces and advocating for various social causes, with notable personalities promoting the message “Save What You Love.”
Stella McCartney has unveiled her summer campaign, which focuses on the protection of avian life and addresses the declining populations of birds worldwide. This initiative stems from an inspiration drawn from Jonathan Franzen, a prominent birdwatcher and author known for his essay collection “The End of the End of the Earth.” The campaign is built around the manifesto “Save What You Love,” a message that underscores the need for environmental conservation efforts.
The designer credits filmmaker Greta Gerwig for introducing her to Franzen’s work, which sparked the idea of incorporating a focus on bird life into her spring 2025 collection. Describing the upcoming collection as her “most sustainable runway collection to date,” McCartney noted that it has been developed without the use of leather, fur, or feathers. She emphasises her hope that the eco-friendly pieces will not only excite fashion enthusiasts but also encourage a new perspective—what she refers to as a “bird’s eye view.”
The campaign, which is set to officially launch on Wednesday, features notable figures such as actresses Eva Mendes and Myha’la, model Alex Consani, and singer-songwriter Raye. Alongside these personalities are both real doves and spectacular avian creations generated by artificial intelligence. The visuals, shot by photographer Ethan James Green in New York, highlight the severe threats faced by bird species. Data from McCartney’s brand indicates that nearly 50 percent of avian species are in decline, with a staggering 3.4 billion birds affected each year due to feather down collection.
In addition to raising awareness about avian conservation, the models in the campaign are advocating for various social causes. Myha’la is known for her advocacy regarding representation in media and her efforts to combat racism and homelessness. Consani, recognised as Model of the Year at the Fashion Awards 2024, supports inclusivity in fashion and advocates for the rights of trans children. Mendes focuses on empowering women and children of Latin American heritage, alongside initiatives aimed at addressing plastic pollution through her sustainable FloeWater products, which are offered in aluminium cans. Raye draws attention to the inequities within the music industry and the environmental crisis, particularly its ramifications on women of colour, through her music.
The clothing featured in the campaign is predominantly made from sustainable materials, showcasing innovations such as the first-ever handbag created from Hydefy, a fungi-based vegan leather alternative. Other materials include cloud knits made from Peekaboo recycled nylon and garments constructed from Kelsun, a seaweed-based textile now available in the luxury market. Additionally, the campaign has collaborated with 886 Royal Mint to produce wearable dove sculptures from repurposed electronic and medical waste.
McCartney also highlights the Ryder and Woven Ryder bag styles, which draw inspiration from the shape of horses’ backs—a nod to her lifelong passion for horses.
This campaign marks McCartney’s initial public appearance following the repurchase of the minority stake in her fashion brand that was previously held by LVMH Moët Hennessy Louis Vuitton. The designer is now wholly in control of her brand, though she will maintain a working relationship with LVMH, having assumed the title of global ambassador for sustainability. Last month, LVMH announced that McCartney’s buyback of the stake reflects her intention to steer her brand’s direction independently, following a successful collaborative period that focused on strengthening the brand’s governance and foundations.
Source: Noah Wire Services
