Stella McCartney has created a three-part mood film as the centrepiece of the brand’s latest seasonal promotion.
The Stella McCartney 2017 ad campaign was shot amid the murals of modernist icon Le Corbusier in the grounds of Eileen Gray’s famous villa E-1027 in France’s Cote d’ Azur. The campaign captures the collection’s spirit of life and love with the ease of summer. Photographer Harley Weir captures the models from the designer’s summer runway show cast; Dilone, Alanna, Charlee Fraser and McKenna in a celebration of “All is Love” which is graphically emblazoned across the frame by contemporary artist Urs Fischer.
Along with the print campaign comes a three part mood film: Trust, Play and Dance created in collaboration with choreographer Blanca Li. The spirited film echoes the runway show and further illustrates the collection in a play of movement and energy. The first two episodes are viewable below:
Act 1: Trust:
Act 2: Play:
The new campaign is described as “a celebration of Stella’s signature designs inspired by women and the vibrancy of the season”. Dilone, Alanna Arrington, Charlee and McKenna Hellam showcase this season’s signature textures and shapes as they clash and complement while creating a softness and serenity in movement. The girls are featured in tailored corsetry looks, eco-friendly smooth ultra-suede pieces, surf inspired lycra swimsuits and the new wicker finish Falabella Box bag.
The campaign will break in the March issues of titles including Vogue, Harper’s Bazaar, W, Elle, V and Interview in the US as well as other international titles in the UK, France, Italy, Spain, Scandinavia, Russia, Japan, China.
Stella McCartney is a 50/50 joint venture partnership between Stella McCartney and Kering established in 2001. A lifelong vegetarian, Stella McCartney does not use any leather or fur in her designs. The brand’s women’s ready-to-wear and accessories, lingerie, swimwear, fragrance, kids, adidas by Stella McCartney collections and the recently launched menswear range are available through 47 free-standing stores including London, New York, Los Angeles, Tokyo, Shanghai, Hong Kong, Paris and Milan as well around 600 wholesale accounts in key cities worldwide.
