Iam who I am, who are you?” Tygapaw asked over the airwaves at Stella McCartney’s spring/summer 2019 show. It’s a question the designer has also been considering for the collection’s campaign, and she’s subsequently landed on two women who represent her brand: Kate Moss and Kaia Gerber.
“I have a true connection with these women,” McCartney tells Vogueexclusively of the Johnny Dufort-lensed imagery. Moss, who walked in the designer’s graduate fashion show at Central Saint Martins in 1995, represents the Stella McCartney woman of today, and Gerber, who made her brand debut during the spring/summer 2019 show in October, symbolises the woman of tomorrow. “For this season, I wanted to capture the wonder of women: the circle of life and the love of learning from those that inspire and came before us and are in the now,” McCartney elaborates on her reflective mood. “We represent women of any age.” The circular metaphor is realised literally in the disc shape of the photographs, and the hoops that the models, who are outfitted in McCartney’s signature boiler suits, use as props. The spherical theme also represents McCartney’s commitment to sustainability and efforts towards a circular economy.
Sixty per cent of the runway edit was created using green materials, including regenerated cashmere, organic cotton and denim, recycled nylon and sustainable viscose, and McCartney is on a mission to increase that number each season. She’s particularly happy with her new monogram cluster bags, which are made from environmentally friendly cotton and designed with every eventuality in mind.
Has she imparted her wisdom onto her longtime campaign star – this will be Moss’s seventh time posing as the face of the brand – and her new protégée? “There was so much energy at the shoot!” she smiles. “Kate and Kaia’s bold beauty really shine in these images… and our effortless relationships – how we choose to support one another over time – come through.”