stella mccartney | the summer 2026 campaign

Stella McCartney is sending a signal from the red dunes of Al Kharrarah National Park for Summer 2026. Yasmin Wijnaldum stars in the campaign, appearing like a mirage captured through the lens of Sharna Osborne. This vision takes the ‘Come Together’ message from McCartney’s history in music and activism and applies it to the very fibres of the clothing. Everything here is 100% cruelty-free, skipping the usual leather, feathers and fur for a wardrobe that is 98% conscious. The introduction of ‘PURE.TECH’ marks a significant shift in how we think about getting dressed. This programmable material actually cleans the air by absorbing CO2 and NOx, converting harmful pollutants into harmless compounds. Deconstructed denim pieces are treated with this tech, turning the simple act of walking through a city into a form of environmental repair. ‘FEVVERS’ marks another world-first, providing a plant-based alternative to traditional feathers. These plant-based layers bring a weightless quality to corseted gowns. Savile Row tailoring remains a core element of the house, though the shapes are evolving. Double-breasted jackets feature dropped lapels and side cut-outs, paired with wide-leg trousers and 80s-inspired Italian shirting. Utilitarian cargo details mix with airy crinoline hems on cotton minis. A colour... Read more » The post stella mccartney | the summer 2026 campaign appeared first on Schön! Magazine.