The second phase of Stella McCartney's S/S 20 campaign has been released, continuing to celebrate the power of plants. Building upon the initial campaign images that were released in January 2020, it's one step further along the journey of plant to product. This time, the campaign hones in on the manufacturing process, a rather unusual inclusion in the typical glamorous ad campaign space.
Shot in one of the brand’s long-time factory partners, Brunello, the images features activist and friend of the brand Amber Valletta (who was also in the January images) and model Achenrin Madit, with hair by Cydnia Harvey, and make-up by Hiromi Ueda. The pair give an insider look into the creation of the S/S 20 collection, and alongside the models, factory workers adorned with S/S 20 accessories make campaign cameos.
Stella McCartney has worked with Brunello since 2001, noting that they are a key supplier of organic cotton and sustainable viscose fabrics. The brand points out that this their most sustainable collection to date, with over 75% of the fabrics used being sustainable. 90% of the cotton in the S/S 20 collection is organic, and all of the tailoring and knitwear is made from sustainable materials including recycled polyester, sustainable viscose, organic cotton and responsible, traceable wool. There are also bags made from vegetarian Eco Alter Nappa and Alter Nappa. Eco Alter Nappa is PVC free and made with a recycled polyester backing derived from plastic waste, and has a coating made with more than 50% vegetable oil, which is a natural, renewable resource and does not come from food sources. On the eyewear front, frames are created using bio-acetate coming from wood pulp fibres, and is phthalate-free and biodegradable.