Stella McCartney puts sustainability at the centre of Summer 2020 campaign

Stella McCartney

Stella McCartney has revealed its Summer 2020 campaign, highlighting the brands most sustainable collection to date, while celebrating the power of plants and innovation.

The Summer 2020 collection features 78% sustainably sourced materials including recycled polyester, organic cotton, regenerated cashmere, sustainable viscose and responsible and traceable wool.

In a statement, the company said: “The power of plants is seen in their resistance and constant renewal. Plant life will continually overcome diversity to grow, restore and regenerate. Humankind has had a long and important symbiotic relationship with plants and they are a resource for many of our products.”

“The new campaign images highlight that plant life has been on earth for 700 million years and despite the continued devastation of climate change, plants will continue to evolve and thrive.”

Stella McCartney SS20

The new campaign features Amber Valetta who is a vocal campaigner for sustainable change within the fashion industry. The images mark a fourth collaboration with English photographer Jonny Dufort, and serve to be a reflection of Stella McCartney’s aesthetic and values.

To celebrate the reveal of the Summer 2020 campaign, Stella McCartney has launched a “Plant Power” face filter with Instagram. The Plant Power filter mimics the Summer 2020 campaign by adding leaves to the users face, slowly dropping away when the user shakes their head.

A preview of the full collection and further details on the products journey from plant to product will be available closer to release.