Stella McCartney has launched its Summer 2024 campaign, the brand’s most sustainable collection to date – crafted from 95% conscious materials. Starring eco-activist, model and actor Cara Delevingne, it is shot at the Veolia recycling plant in South London. The campaign platforms the beauty that can be found in waste, hopes for a more circular future and the sustainable solutions being advanced by Stella.
An eclectic, ageless edit, Summer 2024 blurs the lines between genders and generations – reinterpreting timeless pieces from Stella’s archive as well as those she borrowed from her parents, and her daughters now borrows from her. The collection leans into texture, proportion and decoration. Savile Row tailoring, organic cotton denim and day-to-night dresses feature strongly, alongside innovative new editions of the iconic Falabella tote; the original vegan ‘it’ bag, celebrating its 15th anniversary in 2024.
Cara Delevingne was selected by Stella for her eco-activist credentials. She is a trustee of EcoResolution and founder of Initiative Earth, a charity supporting everything from ecosystem restoration to education resources. Delevingne is joined by environmental activists, storytellers and female founders Arizona Muse and Alice Aedy.
The campaign is shot at a Veolia recycling plant, highlighting the limitless potential of the circular economy – with the organisation’s Senior Executive Vice President of Northern Europe, Gavin Graveson sitting on the Advisory Board of the Circular Fashion Innovation Network (CFIN).
