IN BLOOM: Stella McCartney is feeling the heat this spring in an ad campaign aimed at footloose, outdoorsy types. The designer tapped Mert Alas and Marcus Piggott to shoot the campaign, which features Natalia Vodianova. She appears in black-and-white, surrounded by a cloud of multicolored flowers. The campaign, which was shot in London and styled by McCartney, showcases the designer’s ink paisley-print shirt and trousers, and the Fitzroy dress with 3-D embroidered edges.

“It’s very much looking at the energy of summer — when you’re outside, you’re moving, you’re feeling every moment of it,” McCartney told WWD. “It’s about heat, it’s about movement. The sporty side, mixed and merged with the more feminine, lingerie, sensitive side. And then there’s the masculine side. It’s all about trying to bring all those moments together into one story.”

This story first appeared in the January 26, 2012 issue of WWD. Subscribe Today.

The campaign will break in the March issues of titles including American, British, French and Italian Vogue, as well as in Interview, Pop, V, British and American Harper’s Bazaar, and Another magazine.

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