Stella McCartney isn’t one to do things in a small way. Today, the designer not only unveiled her made-over e-commerce site, but she also gave visitors a glimpse of her new Mert Alas and Marcus Piggott-photographed Fall ‘11 ad campaign starring Natalia Vodianova (above), and rolled out a second edition of her iPad app, WWD reports. Online-only content is now a button click away—including backstage imagery from her runway shows or details on the gowns she designed for this year’s Met gala—as well as shopping that has one foot in the digital realm, one in the real world. Not ready to take the plunge on an e-tail buy? Use the site to schedule an in-store private shopping appointment, or reserve items to try on and pick up at the nearest McCartney boutique.

Photo: StellaMcCartney.com