Stella McCartney has launched a new campaign to support the Ryder bag series, described as the “first chapter”, so expect more to come.

The images star actress, activist and entrepreneur Eva Mendes while the overall campaign is something of a family affair with the images shot by the designer’s sister, photographer Mary McCartney.

The next phases of the campaign will feature “house friends” carrying the Ryder bag.

And the company said the portraits bring together “inspiring figures who embody the essence of Stella McCartney’s woman, community, creativity, conscience, and craftsmanship”.

As for the bag itself, it’s “the brand’s latest symbol of innovative, artisan, and 100% vegan design”.

It debuted during the Summer 2025 runway show and is immediately recognisable for its curved silhouette, inspired by the shape of a horse’s nape and back (“celebrating Stella’s lifelong love of riding and equestrianism”). It’s handmade in recycled and grape-based alternatives to leather with recycled brass lock hardware. Each one is vegan “down to the glue”.

The Stella McCartney brand has had a busy year so far. Only last month it showed at Riyadh Fashion Week and also announced an India distribution deal with Reliance Brands. 

It named a new CEO in September, with Tom Mendenhall — an experienced executive who’s been at Ralph Lauren, Tom Ford and Gucci — taking the helm.