Stella McCartney Summer 2022 Campaign

The Summer 2022 campaign takes a psychedelic trip into nature, grounded in the notion that mushrooms connect us all. British mycologist and Entangled Life author Merlin Sheldrake helps to tell the interwoven story of mushrooms and humanity – bridging our species’ past and providing hope for our planet’s future.

For the Summer 2022 collection and campaign, Stella was inspired by fungi’s transformative and transcendental qualities as seen in Fantastic Fungi. The documentary explores the limitless potential of these incredible organisms: as medicine to treat conditions from cancer to depression; helping to breakdown waste and oil spills; as a natural tool in the fight against climate change and much more.

Fungi also offer hope as a conscious fashion innovation, embodied in the Frayme Mylo™️ – crafted from vegan mycelium, the underground root system of fungi, debuted at the Summer 2022 runway show. Created in partnership with Bolt Threads, it is the world’s first-ever commercial luxury bag made from the material and a limited quantity will be available to purchase later this year.

A series of activations will roll out beginning 23rd March, creating an inter-connected network of fungi stories. The campaign features model, activist and long-time Stella collaborator Natalia Vodianova, shot by iconic creative duo Mert and Marcus at the Marqueyssac gardens in the South of France and at the Espace Niemeyer in Paris – the Summer 2022 runway show venue.

Among Summer 2022’s exclusive collaborations are experiences with world-renowned chefs, exploring mushrooms’ potential as a sustainable and nutritious vegan food source. The campaign will be soundtracked by musician and composer Cosmo Sheldrake, creating otherworldly synthesiser music from the tones of fungi growing. British heritage fabrics house Cole & Son will also be reinterpreting mushroom prints from the Summer 2022 collection emblazoned on a luxury wallpaper.

The Summer 2022 ready-to-wear and accessories collection evokes a sensual femininity; a visual narrative that engages Stella women to redefine sexiness through feelings of softness and lightness, rooted in the idea that mushrooms are the future of fashion. Pieces evolve the brand’s signature effortlessness, drawing unexpected inspirations from notions of exploration and expansion of consciousness.

Sweeping fringe gives movement to trousers, shrunken waistcoats and dresses in hand-drawn mushrooms prints on light organdie, with piped sculptural necklines borrowing from astronaut cooling tubes. Biophilic cut-outs tie pieces back to Mother Earth on form-fitting dresses and compact knit tops, styled under tailoring. Taking cues from an organic base, the collection’s palette pulls heavily from nature’s own vibrancy, blending energetic brightness with earthiness.

As always, the collection is leather, feather and fur free and features recycled polyester and elastane, regenerated nylon, organic cotton and linen, forest-friendly viscose, responsible and traceable wool from regenerative farms, solvent-free PU, Alter Mat, jersey made from Refibra™ recycled garment fibres, cupro, Recycrom dye using recycled textile waste on organic cotton denim and more.

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