Stella McCartney, the pioneer of eco-friendly fashion, has always insisted that all clothing in her eponymous brand is not made from animal leather, combining fashion and environmental protection. The brand’s advertisements also revolve around environmental protection and nature conservation, with a clear stance.
When creating the summer 2022 collection, Stella was inspired by the versatile and transcendent nature of fungi while watching the film “Fantastic Fungi,” turning her feelings into a series and advertising campaign that showcases the infinite potential of fungi: they can be used as medicine to treat various diseases such as cancer and depression; they also help break down waste, control oil spills, and are a natural tool to address climate change.
Stella has used fungi as a material, and the Frayme “Mylo™” special edition bag that made its debut at the 2022 summer fashion show is the best interpretation. It is made from vegan mycelium, which is the underground root system of fungi. This piece was designed in collaboration with Bolt Threads, making it the world’s first commercially available luxury handbag made from this material, and will be available in limited quantities in the second half of this year.
The latest released advertisement, inspired by the concept of “mushrooms closely connected to us,” brings beautiful and psychedelic visuals. Directed by the well-known creative duo Mert Alas and Marcus Piggott, it was filmed at the Marqueyssac Gardens in the south of France, as well as the 2022 summer fashion show venue in Paris, Espace Niemeyer.
In the video, we can see top model Natalia Vodianova wearing the vibrant clothing collection, feeling the essence and charm of nature; it is worth mentioning that the advertisement was scored by musician and composer Cosmo Sheldrake, who drew inspiration from the rhythm of fungal growth to create ethereal avant-garde synthetic music, complementing the unique visuals of the advertisement.
