Stella McCartney SS25 Captures Alex Consani With AI-Generated Birds
Stella McCartney‘s new Spring/Summer 2025 campaign encourages you to “Save What You Love.” Dubbed the brand’s most sustainable collection to date, the campaign features four famous faces — each passionate about their different causes. Starring Myha’la, Alex Consani, Eva Mendes and RAYE, the campaign positions its talent amidst an array of AI-generated birds, blurring the lines between biology and technology.
Inspired by the “limitless possibilities of nature’s beauty,” the campaign centers around the fact that nearly 50% of avian species are currently in decline. Hoping to remind us of the sad fact that these creatures may one day be just a fantasy — if we don’t save what we love — the campaign encourages us to reconsider.
“Save What You Love comes from the words of Jonathan Franzen and his book, The End of the End of the Earth, which was introduced to me by Greta Gerwig,” begins McCartney in a press release. “Summer 2025 is my most sustainable runway collection to date, crafted without any leather, fur or feathers. I hope that these beautifully crafted pieces not only inspire desire and fashion joy, but also to see from different perspectives; a bird’s eye view.”
Speaking about her involvement in the campaign, Myha’la adds “I love this planet, this earth, and it is beyond worth saving. It is our home and the home of every living thing we know to be. It is a reflection of our Humanity. And that is worth saving.”
Take a look at the campaign above and head to the Stella McCartney website for a closer look at SS25.
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