Příspěvek sdílený Ad Campaign (@adscampaign), Čec 19, 2017 v 4:17 PDT

The issues of waste and overconsumption are prominent in Winter 2017 campaign.

In collaboration with artist Urs Fischer and photographer Harley Weir, set to the backdrop of the Eastern Coast of Scotland, the man-made landscapes formed from discarded items question what we are leaving for future generations. In one image we see ‘clean waste’ on its way to a recycling centre, contrasted with the harsh reality of landfill in another. Models Birgit Kos, Iana Godnia and Huan Zhou provide striking contrast to the bleak environment, bringing a youthful positivity and hope to the message.

Related: Stella McCartney | Swimsuit Spring Summer 2017 Campaign

Courtesy of Stella McCartney

Shot on a landfill in Scotland, our new campaign highlights a beautiful attitude towards the collective challenge of waste and what we are leaving behind for future generations.