Stella McCartney launches new campaign imagery starring Quannah Chasinghorse

Stella McCartney has launched the second chapter of her Summer 2024 campaign for Earth Month 2024 – collaborating with indigenous advocate and climate warrior Quannah Chasinghorse. 

Heralded as the brand’s “most sustainable collection to date”, it’s made from 95% conscious materials and as with the previous imagery, it was shot at the Veolia recycling plant in South London.

The collection “leans into texture, proportion and decoration” with Savile Row tailoring, organic cotton denim and day-to-night dresses featuring strongly, alongside “innovative” new editions of the Falabella tote, the original vegan bag celebrating its 15th anniversary in 2024.

The accompanying campaign “platforms the beauty that can be found in waste”. It raises “hopes for a more circular future and the sustainable solutions being advanced by Stella, whilst raising awareness for New York’s groundbreaking Fashion Act bill”, the brand said.

The campaign aims to “highlight the limitless potential of the circular economy”.

In line with McCartney’s tradition of using ‘models’ who have something to say rather than just looking decorative, Quannah Chasinghorse fronts this campaign. She’s a fourth-generation land protector for the Arctic National Wildlife Refuge, and creates hand-poke-style tattoos called Yidįįłtoo, a tradition of the Hän Gwich’in people in Alaska and Canada.