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Extinction Rebellion Stella McCartney Marketing

Extinction Rebellion breaks into fashion in Stella McCartney sustainability campaign


By Imogen Watson, Senior reporter

July 23, 2019 | 3 min read

The environmentalist fashion designer Stella McCartney has chosen a slightly off-kilter cast to model her winter collection: the sedulous, green-fighting group, Extinction Rebellion.

Stella McCartney enlists Extinction Rebellion to model her clothes

Stella McCartney enlists Extinction Rebellion to model her clothes

As the daughter of the late activist Linda McCartney, since setting up her fashion house in 2001, McCartney has used her platform to continue the legacy her mother left behind, by committed herself to ethical and sustainable fashion practice.

Now - to promote her sustainable winter collection - McCartney has enlisted the help of Extinction Rebellion, who took time away from protesting to join the fight for greener fashion.

Stella McCarney

On location in the wild Welsh coast, the group stand quite surreally in front of sublime landscapes that may fall victim to the impending threat of climate change.

Shot by the British photographer Johnny Dufort, the cast features Extinction Rebellion members Deya Ward, Ruby Munslow and Tori Tsui, as well as McCartney's friend Amber Valletta, who has devoted her career to encouraging sustainability in fashion.

A short film will be released in September, that stars the monkey whisperer Jane Goodall. The environmentalist will read a poem by Jonathan Safran Foer.

The campaign for McCartney's winter collection will also include a social media series called 'How to Save the World' which will share tips for ways to fight the ongoing climate crisis.

The collection features sustainable fashion, including upcycled rainbow dresses made from archival fabric and horse-print jacquard dresses made with sustainable viscose.

How to Save the World

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Extinction Rebellion Stella McCartney Marketing

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