SAVE WHAT YOU LOVE: THE SUMMER 2025 CAMPAIGN
Introducing Stella McCartney’s Summer 2025 campaign, starring Myha’la, Alex Consani, Eva Mendes and RAYE – each hand-selected by Stella and passionate about causes of their own. Our strong talents are juxtaposed with doves and fantastical avians created with AI, inspiring others to see from different perspectives; a bird’s eye view.
The campaign evolves our ‘Save What You Love’ manifesto which opened the Summer 2025 runway show – a celebration of and call-to-action for birds inspired by author and birdwatcher Jonathan Franzen’s book The End of the End of the Earth.
The value of the international feather trade is estimated to be worth as much as $8.3M USD.
Shot by Ethan James Green in New York, the Summer 2025 campaign positions this season’s Stella women alongside imagined doves and new birds. A fusion of biology and technology, inspired by the limitless possibilities of nature’s beauty and human creativity. It serves as a reminder that there could someday be a world where these creatures live only in fantasy if we do not save what we love.
As always, the Summer 2025 collection is free from leather, feathers, fur and exotic skins. Continuing to push boundaries with pioneering innovations such as mycelium-based leather alternative Hydefy, PEEKABOO recycled nylon yarn and Kelsun™️, a seaweed-based textile, this season’s ready-to-wear is crafted with 96% conscious materials – our most sustainable edit to date.
"This season, I was really fascinated by birds; their magnitude, their magnificence and their ability to fly high above us all, looking down with a completely different perspective. They have always been so incredibly fascinating, beautiful and spectacular; they are not like any other creatures on earth. At Stella McCartney, we don't kill any animals, and we certainly don't use birds for their feathers. Summer 2025 celebrates birds; their life and their right to live in harmony with us." X Stella
MYHA'LA AND ALEX CONSANI
This season’s new Stella star, Myha’la is an actor and advocate for representation in media as well as ending racism and homelessness. Named Model of the Year at the Fashion Awards 2024, Alex Consani walked our Summer 2025 runway show and starred in the Stella McCartney x adidas Rasant trainer campaign; she is a voice for inclusivity in fashion and support for trans children.
The number of wild birds in Britain has fallen by 73 million since 1970.
EVA MENDES AND RAYE
Returning from our Winter 2024 campaign actor, model and author Eva Mendes is an advocate for immigrants, women and children – rooted in her Latin American heritage. She uses her entrepreneurial initiatives for good, including a zero-waste water solution. Also featured in our previous campaign, GRAMMY-nominated singer-songwriter RAYE raises her voice for the injustices of the music industry, feminism and the environmental crisis, particularly its outsized impact on women of colour. In 2024, she broke the record for most BRIT Awards won by an artist in one year and continues to use her growing platform for positive change.
Ostrich feathers are the most used of all wild bird feathers in the fashion industry, with an estimate of over one million birds being killed each year.
The Summer 2025 collection reimagines codes of power, sensuality and sport in tactile fabrics and soft shades, punctuated by red and sky tones. Focal is the new Ryder bag, with a curved shape mirroring a horse’s back – a nod to Stella’s favourite animal, crafted in vegan materials. As always, the collection is free from leather, feathers, fur and exotic skins. New innovations include the first-ever handbag crafted from Hydefy, a fungi-based vegan alternative to leather, cloud knits spun from PEEKABOO recycled nylon yarn and garments in Kelsun™️, a seaweed-based textile available commercially in luxury for the first time. Wearable dove sculptures are carved in gold and silver repurposing electronic and medical waste, created in collaboration with 886 by The Royal Mint.
The Summer 2025 collection is available to shop in Stella McCartney boutiques globally, at stellamccartney.com and in selected retailers worldwide now.
