Plants seem to keep growing in the face of adversity, and so does Stella McCartney in her environmental fight. The first images from the brand's summer campaign Plant Power has just been released, featuring veteran model Amber Valletta against a thick wall of lush vegetation. English photographer Johnny Dufort returns for the fourth time to shoot the imagery, which includes Valletta with leaves covering her face like an organic mask.Both McCartney and Valletta have been loud in their crusade against the climate impact of the fashion industry, and this campaign positions the need to go green as the central focus. Plants resist and renew; as a species we humans owe them everything, but we take more than we sow, poison in return for life.
To celebrate the campaign reveal, Stella McCartney is launching a Plant Power face filter with Instagram, which mimics the imagery by adding leaves to the users face, slowly dropping away when the user shakes their head, and when the users open their mouths, leaves appear to come out. Plant Power will be available through the @StellaMcCartney Instagram page from today, 27 January 2020.
Since the beginning of her brand, Stella McCartney has championed the use of sustainable materials, vowing never to use fur or leather - a bold decision considering the large percentage of the industries profits leather products occupy, and as such made her a pioneer in vegan and cruelty-free fashion. In the S/S 20 collection, 90% of the cotton used is organic and grown with no toxic pesticides or synthetic fertilisers, and it is McCartney's most sustainable collection to date, with 78% of the materials being sourced sustainably, according to a brand release.
The images feature Valletta in a dress covered in daisies photographed by McCartney herself during bicycle rides in the English countryside. Also featured is a new circular bag for summer, made with Eco Alter Nappa: one of McCartney's long-term materials, it is a leather substitute derived from polyester, polyurethane and a coating made from 50% vegetable oil.
A second set of campaign images will be released at a later date.