Stella McCartney Launches Ryder Bag Campaign Starring Eva Mendes and Captured by Mary McCartney

Stella McCartney has officially unveiled a new campaign dedicated to its Ryder bag series, marking what the brand describes as its "first chapter" – a clear indication of more compelling content to follow. This initial phase prominently features acclaimed actress, activist, and entrepreneur Eva Mendes as the campaign's face. Adding a personal touch to the visual storytelling, the striking images were captured by the designer's sister, renowned photographer Mary McCartney, making it a true family collaboration.

Future phases of this evolving campaign are set to introduce a curated selection of "house friends," each showcased carrying the distinctive Ryder bag. According to the company, these carefully chosen portraits aim to unite "inspiring figures who embody the essence of Stella McCartney's woman, community, creativity, conscience, and craftsmanship," reinforcing the brand's core values through its ambassadors.

The Ryder bag itself stands as the brand’s latest emblem of innovative, artisan, and uncompromisingly 100% vegan design. Having made its debut during the Summer 2025 runway show, it is instantly recognizable for its unique curved silhouette. This distinctive shape draws inspiration directly from the elegant nape and back of a horse, a detail that beautifully celebrates Stella McCartney’s lifelong passion for riding and equestrianism. Each Ryder bag is meticulously handmade from recycled and grape-based alternatives to traditional leather, complemented by recycled brass lock hardware, with its vegan commitment extending rigorously "down to the glue."

Beyond this exciting campaign, Stella McCartney has maintained a robust pace of activity throughout the year. Only last month, the brand made a significant appearance at Riyadh Fashion Week, simultaneously announcing a pivotal distribution agreement for India with Reliance Brands. Furthermore, the company appointed a new Chief Executive Officer in September, welcoming Tom Mendenhall to the helm. Mendenhall brings a wealth of experience from his previous executive roles at esteemed fashion houses such as Ralph Lauren, Tom Ford, and Gucci, signaling a dynamic new chapter for the brand's leadership.