American visual artist Ed Ruscha has conferred his characteristic style to Stella McCartney’s winter 2016 campaign, #Stellacares, collaborating with the ethically-minded fashion designer on a series of images which overlay editorial photography with declarative typography.
The composition of the images used throughout the campaign closely adheres to Ed Ruscha’s style seen in his prolific painting career, graphically transmuting his signature san-serif squared-off Boy Scout Utility Modern typeface throughout.
Phrases such as “Meat Free”, “Veg Out” and “No Leathers Feathers or Fur” are superimposed over the fashion editorial photography shot by Harley Weir. The campaign “reflects the designer’s cruelty free designs and sensibility and the new campaign will be tagged with the hashtag #StellaCares,” says the label.
Environmentalist and actress Amber Valetta once more features as its face, showcasing the collection across the campaign. Beyond print, the team has collaborated with filmmaker Simon Aboud to produce a tongue-in-cheek mockumentary This Film May Contain Gluten for release on social media today, featuring behind the scenes insights into the brand, campaign and the artists involved in its conception.