In the campaign visuals, Delevingne can be seen posing against a backdrop of recyclable materials at London's Veolia recycling plant. Sporting shimmery hot pants and strategically placed signature handbags, the model stands topless, her bronze hair styled in a lob with a deep side part. Her minimalist makeup perfectly aligns with the collection's mission.
The campaign aims to raise awareness about the staggering amount of clothing waste produced annually, which amounts to a staggering 92 million tonnes, according to the accompanying press release. Stella McCartney's response to this crisis involves creating a collection that utilizes materials that are 95 percent recycled, renewable, organic, deadstock, responsibly and sustainably sourced, and zero-deforestation.
The collection itself embraces an "eclectic, ageless edit" that blurs the boundaries between genders and generations. Through a play of textures, proportions, and decorations, it seeks to challenge conventional fashion norms. Joining Delevingne in the campaign are fellow environmental activists Arizona Muse and Alice Aed.
Interestingly, the release of these campaign images follows Delevingne's recent announcement on Instagram that her Los Angeles home had been ravaged by a fire. Expressing her heartbreak, she emphasized the importance of cherishing what one has, as life can change in an instant. Fortunately, Delevingne was not present during the incident, as she is currently performing in Cabaret at London's Playhouse Theatre. Her two cats, however, survived the fire. Delevingne expressed gratitude to the Los Angeles Fire Department for their efforts in extinguishing the fire and rescuing her beloved pets, thanking them wholeheartedly.
