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Agents of Change: Stella McCartney’s new FW/19 campaign

Stella McCartney, since her debut in sustainable fashion in 2001, has always dedicated herself to the creation of luxury clothes by making conscious choices aimed at a sustainable style, to be adopted not only on clothing but also in life.

On July 23, the British designer announced the collaboration with some members of the activist group Extintion Rebellion for her new fall-winter campaign 2019, with the aim of remembering how action is decisive in a period of climate crisis like the one we are experiencing.

The campaign “Agents of Change” features some of the most important activists and models, all passionate environmentalists; among the activists we recognize Jane Goodall, Deya Ward, Ruby Munslow and Tori Tsui, accompanied by models like Amber Valletta, Chu Wong, Trinity Hill and Chloe Pearson.

Photographer Johnny Dufort shoot the campaign in the breathtaking Welsh coast, from the cliffs of Llangattock Quarry to the sands of Nash Point. His shots see the models becoming one with nature, remembering its endless beauty, which now more than ever has to be preserved.

The series consisting of five videos on “How To Save The World” accompany the campaign and features some models that proceed to give some advice to make the world a better place and start making life choices that do not harm the environment. Short but incisive statements such as “Make your voice heard”, “Ditch your coffee cup”, “Be kind” are included.

In September, a short video will be released in which Jane Goodall will read the verses of American novelist Jonathan Safran Foer.

Coming to the clothes, the campaign shows some garments made with recycled materials or waste ones, fabrics in organic or recycled cotton, sustainable viscose, recycled polyester, ECONYL®, the regenerated nylon, traceable alpaca, and some upcycled products including bags and dresses.

The collection will be available starting from September.

words Ludovica Mucci


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