Stella McCartney’s Summer 2025 campaign isn’t just about fashion—it’s a glimpse into a world where nature’s beauty exists only in digital form. Starring Myha’la, Alex Consani, Eva Mendes, and RAYE, the campaign—photographed by Ethan James Green in New York—features the models alongside AI-generated doves and surreal hybrid birds. The decision to incorporate artificial creatures isn’t just aesthetic; it’s a warning. Nearly half of all bird species are in decline, and 3.4 billion birds are harmed or killed annually for feather down. If conservation efforts fail, AI-generated birds might be all that’s left.
McCartney’s ‘Save What You Love’ philosophy, first introduced on the runway, takes center stage again—this time, in visuals that blur the line between reality and simulation. Inspired by Jonathan Franzen’s The End of the End of the Earth, the campaign urges viewers to rethink their relationship with nature.
Sustainability has always been central to the brand, but this season pushes even further. With 96% conscious materials, the Summer 2025 collection is McCartney’s most sustainable yet. Traditional luxury materials are swapped for cutting-edge innovations: Hydefy, a fungi-based leather alternative; Kelsun™️, a seaweed-derived textile making its luxury debut; and PEEKABOO recycled nylon knits. Even the campaign’s wearable dove sculptures—crafted in collaboration with 886 by The Royal Mint—are made from repurposed electronic and medical waste.
Beyond the materials, the campaign’s cast brings their own advocacy into focus. Myha’la, known for her on-screen presence, champions media representation, racial justice, and solutions for homelessness. Alex Consani, fresh off being named Model of the Year, advocates for inclusivity and trans rights. Eva Mendes returns to the brand, continuing her work for women’s and children’s rights. And RAYE, the record-breaking BRIT Award winner, uses her voice to confront industry exploitation and environmental crises.
Fashion-wise, the collection distills McCartney’s signature codes—power, sensuality, and effortless movement—into a wardrobe built for the now. Fluid tailoring, second-skin knits, and sculptural accessories dominate, with soft neutrals punctuated by flashes of red and sky blue. The new Ryder bag, designed to mimic the arc of a horse’s back, debuts in vegan materials.
McCartney’s message is clear: if we don’t act, AI-generated birds might be the only ones left to admire. The Summer 2025 collection is available now in Stella McCartney boutiques, online, and at select retailers worldwide.
