The Stella McCartney Summer 2024 ad campaign spotlights  the brand’s most sustainable collection to date – crafted from 95% conscious materials. The campaign platforms the beauty that can be found in waste, hopes for a more circular future and the sustainable solutions being advanced by Stella. Inspiring industrial symbiosis, the brand uses apple waste and grape waste from Veuve Clicquot’s harvest by-product to crafted vegan alternatives to leather.

An eclectic, ageless edit, Summer 2024 blurs the lines between genders and generations – reinterpreting timeless pieces from Stella’s archive as well as those she borrowed from her parents, and her daughters now borrows from her. The collection leans into texture, proportion and decoration. Savile Row tailoring, organic cotton denim and day-to-night dresses feature strongly, alongside innovative new editions of the iconic Falabella tote; the original vegan ‘it’ bag, celebrating its 15th anniversary in 2024.

Cara Delevingne was selected by Stella for her eco-activist credentials. The campaign is shot at a Veolia recycling plant, highlighting the limitless potential of the circular economy.