Shot by Henry Weir and styled by McCartney herself, the campaign sees stunning backdrops of the designer’s home country fronted by Vodianova, for whom this is the 8th consecutive campaign for the brand. “This is not the first time I have been drawn to Scotland,” said McCartney. “It is a place that I feel really close to. I was brought up there as a child and spent so much of my life there, then I got married there too. It is one of the most magical inspiring places on the planet and I just feel completely at home and at one with nature there. The collection, Natalia, the place, the mood, the team-it all felt very natural working there together, we had a lot of fun in Scotland.”
The McCartney brand has always focussed on ethical fashion and as such the campaign features the Russian supermodel clutching the new Noma bag, which, like all the other products is eco-friendly and animal product-free. “I was always brought up with a sense of values, a sense of responsibility, so when I started in the fashion industry, it was a no-brainer to approach it in a way that was conscious,” explained McCartney last year regarding the strong ethical approach to her brand. “For me, I don’t really treat the fashion industry any differently than I would treat any other business.”
The campaign will debut in the September issues of Vogue, Harper’s Bazaar, Elle, V and Interview, as well as in international publications in France, Italy, Spain, Russia, Japan, China, and the Middle East.