Stella McCartney launches fungi inspired campaign with Aoi Yamada
As part of Stella McCartney's summer 2022 campaign, titled ‘Mushrooms are the Future’, Japanese dancer Aoi Yamada has shot a photo series in a park surrounded by mushrooms in Japan.
The summer 2022 campaign takes a psychedelic trip into nature, grounded in the notion that mushrooms connect us all. British mycologist and Entangled Life author Merlin Sheldrake helps to tell the interwoven story of mushrooms and humanity – bridging our species’ past and providing hope for our planet’s future.
The ready-to-wear and accessories collection evokes sensual femininity, with sweeping fringe trousers, shrunken waistcoats and dresses in hand-drawn mushrooms prints on light organdie, with piped sculptural necklines. The collection’s palette pulls heavily from nature, blending energetic brightness with earthiness tones.
The collection is leather, feather and fur free and features recycled polyester and elastane, regenerated nylon, organic cotton and linen, forest-friendly viscose, responsible and traceable wool from regenerative farms, solvent-free PU, Alter Mat, jersey made from Refibra recycled garment fibres, cupro and Recycrom dye using recycled textile waste on organic cotton denim.
Among summer 2022’s exclusive collaborations are experiences with world-renowned chefs, exploring mushrooms’ potential as a sustainable and nutritious vegan food source. The campaign will be soundtracked by musician and composer Cosmo Sheldrake, creating otherworldly synthesiser music from the tones of fungi growing. British heritage fabrics house Cole & Son will also be reinterpreting mushroom prints from the collection emblazoned on a luxury wallpaper.
The collection is available in Stella McCartney stores, online and with selected retailers worldwide.