The video embodies the some of the core values of Stella McCartney: feminine independence and individuality. Each of the four actresses show some type of unique self, all dancing freely and enjoying adventure.
At first, I had no idea who these actresses were, but I later found that they were not mere fashion models, but also role models to the millenial generation. Each of these millenial actresses/musicians/artists are very similar to Stella herself in that they are activists of some sort (environmental, animal, or human) and also have famous lineage (most notably Lourdes Leon - Madonna's daughter). These young women are helping Stella McCartney create a paradigm shift that there is a place for sustainability in high fashion and luxurious lifestyles.
Stella discusses the importance of using these millenial celebrity role model activists below:
All in all, this shows Stella McCartney's proven strong ability to communicate the value of her sustainable products, without sacrificing luxury's high end image, and influence the market through an emotional connection via effective use of her C-channels.
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