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Stella McCartney Gets Surreal With Next Campaign

Mert Alas and Marcus Piggott shot Suvi Koponen and Chiharu Okunugi in two London scenes.

Stella McCartney's fall ad campaign.

STELLA GETS SURREAL: Winter ad campaign time. Stella McCartney, who has used Natalia Vodianova’s fresh-faced friendliness to represent her collections in the past, went for something edgier for fall. Mert Alas and Marcus Piggott shot Suvi Koponen and Chiharu Okunugi in two London scenes, one featuring Okunugi partially submerged in a swimming pool wearing an oversize plaid coat, and the other showing Koponen in a giant purple coat on a London street.

“This season I wanted to capture the spirit of the city and the streets; an expression of urban life and real, everyday moments. We wanted to have a sense of fun and freedom, then contrast it with something slightly unexpected,” said McCartney, who styled the campaign herself. “There is a bit of surrealism, which may even be a bit strange.”

This story first appeared in the July 19, 2013 issue of WWD.  Subscribe Today.

Four versions of the campaign will break in September issues of Vogue, Harper’s Bazaar, W, Elle, V and Interview, as well as international editions.

RELATED STORY: Stella McCartney Fall 2013 >>

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