Stella McCartney has unveiled its Summer 2018 advertising campaign. Featuring striking imagery celebrating freedom and freedom from the everyday, the campaign, which marks the first collaboration with British photographer Johnny Dufort, renowned for his work on fashion shoots, captures the joyful exploration of the new collection and effortless confidence. Shot on the Italian island of Sardinia, three models, who also appeared on the runway, are seen enjoying a moment on a beautiful beach overlooking the Mediterranean Sea, wearing the house's signature classic tailoring, deconstructed evening wear, and new textured denim designs. The campaign evokes the joy of femininity and quintessential British style. Each model holds the latest Stella Star bag. Additionally, a playful, eyewear-focused scene features the brand's new sunglasses.

The campaign video, released at the same time, faithfully reflects the Maison's commitment to sustainability, telling a fun, summery story inspired by its relationship with water, which keeps the earth clean and symbolizes tranquility and peace.