Supermodel Cara Delevingne appeared in Stella McCartney’s provocative campaign

Supermodel Cara Delevingne appeared in Stella McCartney’s provocative campaign. The latter can be viewed as a response to the statistic claiming that the fashion industry leaves 92 million tonnes of waste every year. 

The campaign aims to draw people’s attention to the amount of waste in production and show how we can reuse it in the manufacturing. According to the creator, they are crafted from 95% conscious, recyclable materials. The fabric, made from apple and grape waste from Veuve Clicquot’s harvest by-product was proposed as a vegan alternative to leather. 

The designer has been experimenting with eco-friendly materials for years. She was one of the first to use recycled cashmere, econyl fiber and reusable nylon.  The new collection blurs the lines separating generations and reinterprets items from Stella's own archives, clothes that she borrowed from her parents and her daughter borrows from her now. 

There are a men's suit, organic cotton jeans, casual clothes and elevated staples of the brand — the iconic Falabella bag made from new vegan leather. Style goes hand in hand with sustainability through all the items of the line. 

The location chosen for the campaign once again emphasises the role of waste in the textile industry and inextricable link of fashion and environment. The photos show Cara Delevingne against a pile of rubbish at London’s recycling plant. The appearance of the model, with almost no make-up and messy hair, is consonant with Stella’s message. 

Cara Delevingne is known for her participation in environmental programmes. She is the co-founder of EcoResolution, an organisation dedicated to sustainable development around the world. She is also a trustee of the Initiative Earth Foundation, which promotes the landscaping around the world.
Along with the British model, the line is represented by other eco-activists: American photo model, Arizona Mewes and film director, Alice Ed. 

Stella McCartney stands for the fact that beauty can be found in a dump and encourages us to apply to recycling, not for the sake of fashion, but of the future of our planet.