Some stories are woven into a designer’s world long before they find their way into a campaign. For Stella McCartney, horses have always been one of them. Growing up around Appaloosas on her family’s farm, she developed a connection with them that has stayed with her since childhood. As she reflects, those early memories have shaped the way she sees horses – with admiration, care and respect. That bond gallops through the whole campaign, which is why ‘Wild Horses’ feels less like a fashion shoot and more like a page from her own life story.
Earlier this year, even before the campaign came to life, McCartney’s story with horses took centre stage at Paris Fashion Week in the most unexpected way. Presenting her Winter 2026 collection at the Bois de Boulogne, McCartney traded the usual runway for something far more evocative. The lights dimmed, the room settled, and who walked in? Not the models; the first to enter the sand ring were ten horses. A fitting nod to the Year of the Horse, as the designer herself noted, the moment was also a reflection of a connection that runs much deeper.
If there’s one story Stella keeps returning to, it is her love for horses. It is a narrative that has unfolded across campaigns over the years, beginning with a children’s film in 2019 that captured the sense of togetherness, freedom and joy shared by the students of Hertfordshire’s Contessa Riding School and their equine companions. In 2023, she revisited this connection with ‘Horse Power’, a campaign starring Kendall Jenner, herself a lifelong horse lover. Celebrating the extraordinary strength and spirit of these animals, the campaign further explored a relationship that has long been close to the designer’s heart.
For ‘Wild Horses’, McCartney brings Kylie Jenner into the picture, who, much like the designer, grew up around horses. Directed by filmmaker Gia Coppola, the short film is an ode to the power of horses and and untamed freedom of the animal. The collection carries this philosophy beyond the screen, remaining entirely vegan and plant-based.
Set against the Pacific Ocean on the California coast, the campaign puts the Appaloosa bucket bag in the spotlight. Handcrafted in Italy from vegan leather, the bags arrive in three finishes – black, whipstitched red and leopard jacquard – across two bucket sizes, a crossbody style and a mini tote. The looks include a lace-detailed velvet maxi dress and a chainmail halterneck top, each mixing soft, romantic fabrics with modern shapes.
With ‘Wild Horses,’ Stella McCartney adds another chapter to a story that began years ago. Horses have always been at the heart of her work, and this campaign brings that love to a wider audience. As the pony charms arrive in December, there is even more to look forward to.
