News & Runway

Watch: Stella McCartney’s Spring 2017 Campaign Serves the Good Vibes We All Need Right Now

Stella McCartney's Spring 2017 campaign

A shot from Stella McCartney’s Spring 2017 campaign; Image: Courtesy

If your mood is currently hovering somewhere between “Eeyore” and “Kirsten Dunst’s character in Melancholia” due to events that shall not be named, allow us to offer a healthy dose of cheer. Stella McCartney, life of the fashion party, just released her love-and-light-filled Spring 2017 campaign imagery into the world.

McCartney has a well-documented fondness for flash mobs and all manner of unexpected dance. (As you may recall, the designer concluded her recent October Paris Fashion Week showing with a finale to end all finales. What began as models bopping down the runway to the beat of a dance track, their hands and arms swaying in unison, quickly evolved into a full-on, Bollywood-worthy performance.) Her Spring 2017 campaign stills (and video) channel this same energy.

For the Harley Weir-lensed ads, some of McCartney’s runway faves — Dilone, Alanna Arrington, Charlee Fraser and McKenna Hellam — gathered at Irish furniture designer Eileen Grey’s famed E-1027 villa in France’s Cote d’Azur. There, they struck playful poses around the various Le Corbusier murals housed on the property. For the finishing touch, contemporary artist Urs Fischer inscribed the images with the words “All is Love” in cartoonish yellow letters.

“I wanted these images to be uplifting and have a positive message; all we have at the end of the day is love,” McCartney told WWD of the ads. “It’s also really a reaction to what is happening within the world we are living in today and sometimes you have to spell the message out loud and clear.” It’s no coincidence she chose Inauguration Day for the campaign’s release. The photos may as well read “Love Trumps Hate.”

The promos are accompanied by a three-part fashion film-ette. In each short — entitled “Trust,” “Play,” and “Dance,” respectively — models perform the choreography of Blanca Li as Tony Quattro’s remix of Nire’s Hopscotch (which features musical artists Nani Castle and Nini Rey) plays in the background. Watch Act I of the trilogy below, then head over to for more of the smile-inducing series.

[ via WWD ]