Stella McCartney’s Winter 26 Campaign

With a new season comes a fresh wave of fashion campaigns, and Stella McCartney is kicking off its Winter 2026 chapter with a campaign centered on reflection, empowerment and the evolution of the house.

Shot against a striking backdrop of mirrors, the campaign looks inward, revisiting the memories, values and creative signatures that have defined Stella McCartney throughout its history. Childhood, family, Savile Row tailoring, sensuality, humour and the designer’s enduring love for animals all return, but through a sharper and more streamlined perspective.

The campaign also marks an important moment for the house following Stella McCartney’s reacquisition of her company. Winter 2026 is positioned as the start of a new era—one that is independent, self-defined and firmly rooted in the principles that have guided the brand since its beginning.

At the center of the collection is the modern Stella woman, who embodies the house’s signature contrasts: masculine and feminine, playful and precise. Familiar codes are reworked for a contemporary wardrobe, with vegan alternatives to fur, vintage lace and lingerie-inspired details sitting alongside Savile Row tailoring and references to 1980s sportswear.

True to McCartney’s commitment to responsible fashion, the Winter 2026 collection is crafted using 93% sustainable materials, further reinforcing the brand’s continued focus on creating luxury with a more conscious approach.

Photos: Stella McCartney