STELLA CARES / STELLA MCCARTNEY / AW 2017

The campaign aimed to highlight McCartney’s commitment to cruelty-free fashion with statements such as “No Leather, Feathers or Fur” “Veg Out” and “Meat Free” all commenting on her position against using such materials and vegetarianism.

Campaign images featured Ed Ruscha’s phrases superimposed on photographs of Amber Valetta. We brought the powerful 2D statements to life by extruding the individual letters. Each letter fronted with illuminated acrylic and wrapped in stainless steel, the letters were neatly sandwiched in acrylic to create a 3D version of the campaign in the windows. The artwork on the campaign appeared to leave a streak like residue, the stainless steel surround mirrored this effect.