The Stella McCartney Summer 2025 ad campaign is a celebration of and call-to-action for birds inspired by author and birdwatcher Jonathan Franzen’s book The End of the End of the Earth.

Shot by Ethan James Green in New York, the Summer 2025 campaign positions this season’s Stella women alongside imagined doves and new birds. A fusion of biology and technology, inspired by the limitless possibilities of nature’s beauty and human creativity. With nearly 50% of avian species in decline and 3.4 billion birds harmed or killed for feather down annually, it is a reminder that there could someday be a world where these creatures live only in fantasy if we do not save what we love.

The Summer 2025 collection reimagines codes of power, sensuality and sport in tactile fabrics and soft shades, punctuated by red and sky tones. Focal is the new Ryder bag, with a curved shape mirroring a horse’s back – a nod to Stella’s favorite animal, crafted in vegan materials.

As always, the collection is free from leather, feathers, fur and exotic skins. New innovations include the first-ever handbag crafted from Hydefy, a fungi-based vegan alternative to leather, cloud knits spun from Peekaboo recycled nylon yarn and garments in Kelsun, a seaweed-based textile available commercially in luxury for the first time. Wearable dove sculptures are carved in gold and silver repurposing electronic and medical waste, created in collaboration with 886 by The Royal Mint.