STELLA McCartney’s autumn-winter 24 campaign leaps into the spotlight with a fierce declaration: “It’s About Fucking Time.”
This unapologetic call to action echoes Stella’s long-standing role as an environmental activist and builds on the manifesto that made waves at Paris Fashion Week. Now, it’s evolved into a powerful rallying cry for her global community of change-makers.
Photographed by Ethan James Green in London, the campaign captures an evocative dialogue between the women of Stella’s world and the creatures they stand to protect, casting a light on the brand’s commitment to cruelty-free, luxury fashion that champions the Earth.
With stark facts from PETA reminding us that traditional cow leather wreaks havoc on the environment, the campaign makes it clear: saving animals is vital to saving our planet—and ourselves. Cow leather has almost ten times the environmental footprint of plant-based alternatives, contributing to global warming, water depletion, pollution, and the destruction of crucial ecosystems like the Amazon rainforest.
Raye for Stella McCartney
At the heart of this season’s campaign are two influential women—both handpicked by Stella for their unflinching advocacy. Eva Mendes, actor, model, author, and champion for immigrants, women, and children, draws from her Latin American heritage to fuel her mission. Mendes also leads with her entrepreneurial ventures, tackling issues like plastic waste in consumer products.
Alongside her is British singer-songwriter Raye, whose bold voice calls out the injustices within the music industry, feminism, and the environmental crisis—specifically its disproportionate impact on women of colour.
In 2024, Raye made history by breaking the record for the most BRIT Awards won in a single year, using her platform to spark conversations and ignite change. Her music, including tracks like “Environmental Anxiety” and “Mother Nature,” is a sonic testament to her advocacy.
Eva Mendes for Stella McCartney
The campaign’s bold slogan, “It’s About Fucking Time,” harks back to a custom tank top worn by Stella herself at her father Sir Paul McCartney’s induction into the Rock and Roll Hall of Fame in 1999. Reborn as a global rallying cry, this statement will surface through guerrilla fly-postering, protests with PETA, and other activist moments worldwide.
The AW24 collection itself is a love letter to the essence of the Stella woman—featuring exaggerated silhouettes, luxurious textures, and sustainable innovations.
This season, 90% of the ready-to-wear pieces are crafted from responsible materials. True to the brand’s ethos, the collection remains entirely free of leather, fur, feathers, and exotic skins. Notable innovations include vegan alternatives like UPPEAL, a croc-embossed material made from apple waste, and the iconic Falabella bags, now finished with Airlite®, a breakthrough air-purifying technology.
McCartney’s message couldn’t be clearer: it’s high time fashion put an end to the senseless destruction of animals and our planet.
by Alia Campos