Style and substance

London – Stella McCartney has released a tongue-in-cheek campaign for its winter 2016 collection that plays on the stereotype of high fashion models as divas.

• #Stellacares comprises a series of images shot by photographer Harley Weir and styled by renowned visual artist Ed Ruscha, and a short film produced in collaboration with film-maker Simon Aboud
• ‘I wanted to keep a sense of lightness. Not taking fashion too seriously enables us to enjoy it every day’ – Stella McCartney

The campaign celebrates McCartney’s signature designs and sense of humour with bold, striking visuals and a comical short film that pokes fun at the fashion industry.

This Film May Contain Gluten depicts a busy mix of make-up artists, hair stylists and McCartney herself as they cater for the increasingly bizarre demands of model and environmentalist Amber Valetta, from her strict dietary needs to her unusual beauty regime.

A series of accompanying images of Valetta, who was cast to represent the spirit of the modern Stella McCartney woman, are overlaid with typography by Ruscha that loudly proclaims the brand’s values, including ‘No Leathers, Feathers or Fur’, ‘Veg Out’ and ‘Meat Free’.