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Source: Stella McCartney/FB

Why This Designer Shot Her Fashion Campaign In A Landfill

By Maria Cook

The fashion industry is often stereotyped as being just about glitz and glamour, but for runway fashion designer Stella McCartney, it has recently become all about waste. The designer, who has long been concerned with the problems of global waste and overconsumption, recently announced that she would be incorporating more eco-friendly materials into her clothing lines. McCartney also released a series of fashion photos highlighting the global waste problem, with beautifully-dressed models posing alongside piles of garbage at landfill sites. 

The photos were a collaborative effort between McCartney, photographer Harley Weir and artist Urs Fischer. It makes sense to tackle waste awareness with eye-catching imagery, since, according to McCartney, much of the world's waste problem is caused by an "out-of-sight, out-of-mind" mindset. "Our man-made constructed environments are disconnected and unaware of other life and the planet, which is why there is waste," McCartney explained.