Harley Weir Shoots Stella McCartney Fall 2017 Campaign At Landfill In Eastern Scotland

If there's one word I hate in today's modern vocabulary, it "authentic". It's because one of the most over-used words to describe what voters want. Why is Donald Trump the president of the United States? His voters found him to be authentic, say the talking heads. Sigh. 

Stella McCartney is another topic entirely. The British designer sources 53 percent of her label's materials from sustainable sources and is proudly vegetarian. She is constantly pressing the fashion industry to do more for the environment, challenging luxury labels and mass marketers alike to move on sustainability issues. Generally, the fashion industry is considered to be the second largest polluter on the planet. 

It comes as no surprise, then, that Stella McCartney teamed up with cool-girl photographer Harley Weir in a Fall 2017 campaign shot at a landfill in Eastern Scotland. Models Birgit Kos, Iana Godnia and Huan Zhou lounge on a rusted-out car or piles of trash.

The Stella McCartney brand delivers an on-point yet quirky message, one especially enhanced by the video music that is focused on a girl's Stellas. Suddenly, Stellas are like Dorothy's red shoes in the 'Wizard of Oz', a delightful and momentary escape from all this landfill trash. Why? Because Stella-wearing girls have their values in the right place. They are trying to give an overwhelmed Gaia -- in charge of naturally recycling earth's trash -- a loving hand. 

"Stella's fashion to me is about dignity, love and a beautiful attitude to all challenges, all while feeling good and looking great," artist Urs Fischer said in a release from the brand. "We wanted to reflect that in the concept of this campaign."

McCartney herself added to the discussion around why she chose a landfill for the shoot:

"The idea we had with this campaign is to portray who we want to be and how we carry ourselves; our attitude and collective path," McCartney said in a release. "Our man-made constructed environments are disconnected and unaware of other life and the planet which is why there is waste."