Stella McCartney back in magical Scotland

Date: (06/10/2017)

Stella McCartney Winter Fashion Campaign 2017 shoots in Angus, Scotland with photographer Harley Weir, artist Urs Fischer and LS Productions.

Angus on the east coast of Scotland was delighted to welcome the team from Stella McCartney and LS Productions.

The designer has previously been quoted as saying that Scotland is "one of the most magical inspiring places on the planet and I just feel completely at home and at one with nature there.”

Known for incorporating her concerns about the environment into her work, for this campaign she told Harper's Bazaar:

"The idea we had with this campaign is to portray who we want to be and how we carry ourselves; our attitude and collective path. Our man-made constructed environments are disconnected and unaware of other life and the planet, which is why there is waste."

Harpers Bazaar on Stella McCartney.

Directing photogaphy and video was Harley Weir. Self-taught, her immense talent has seen her work with i-D, Dazed and Vogue. She has shot campaigns for global fashion labels and produced short films about creative women for Chanel. New York based artist Urs Fischer also worked on the shoot. Having originally studied photography in Switzerland, he is MyCompany Quarterly Reported to be influenced by anti-art movements like Neo-Dada.

Angus offered its beautiful glens, hillsides and country roads - a key aspect of the brief that was central to the whole campaign. It was also the location that proved the biggest challenge, as the team had to find a landfill or waste recycling centre.


Amy Morement of top production company LS Productions got in touch. The company's credits include many leading brands and fashion names like Harry Styles, Vogue, Volvo and Martin Garrix.  

See more about LS Productions and their incredible work.

The company was initially interested in a recycling centre in Fife but they are always looking to present as many options as possible to clients.

So the search was on and TayScreen's Julie Craik set about researching all that Fife and Tayside had to offer. The Heads of Waste Management asked if it was perhaps the 1st April and all some sort of hoax! Thankfully, they still willingly responded to the prospect of the shoot.

Amy and her team were offered possible locations in Dundee, Angus and Perthshire, but it was Restenneth in Angus that proved the winner.  The facility was able to say yes partly because Angus has one of the best recycling rates in Scotland and doesn't have to operate 24/7. It was also in close proximity to scenic landscapes.

Discover the campaign at LS Productions.

The campaign achieved extensive coverage for its unique approach. The following are just some.

Harpers Bazaar

Womens Wear Daily

Retail Gazette

Refinery 29