Stella McCartney‘s latest Winter 2024 campaign emerges as a powerful narrative of fashion fused with activism, headlined by Eva Mendes and the British musician RAYE. This season’s theme, “It’s About Fucking Time,” continues the urgent call to action first voiced at Paris Fashion Week, urging the fashion world to step up its game in environmental accountability.
Captured by photographer Ethan James Green in the eclectic streets of London, the campaign serves as a visual celebration of McCartney’s commitment to cruelty-free luxury fashion. It creatively aligns the portraits of its influential muses with images of wildlife, symbolizing a harmonious coexistence with nature. This artistic choice underscores the brand’s ongoing advocacy against the use of animal products in fashion, highlighting the severe environmental impacts of materials like cow leather—which reports suggest has significantly higher ecological footprints compared to plant-based and synthetic alternatives.
Eva Mendes brings a multifaceted dimension to the campaign, not only through her cinematic charisma but also through her advocacy for immigrants and underrepresented groups, drawing from her Latin American roots. Mendes also channels her entrepreneurial spirit into eco-friendly ventures, notably a zero-plastic initiative aimed at revolutionizing consumer water consumption.
RAYE, whose music often reflects her sharp critique of industry practices and societal issues, lends her voice to the campaign’s narrative. Fresh from making history at the BRIT Awards, her involvement resonates deeply with themes of feminism and environmental justice, particularly highlighting the disproportionate effects of climate change on women of color.
The campaign slogan, “It’s About Fucking Time,” traces back to a bespoke tank top Stella McCartney wore in 1999, during an event honoring her father, Sir Paul McCartney. Today, it transforms into a global symbol of resistance, featured in spontaneous street posters and planned protests in collaboration with organizations like PETA.
The collection itself revisits the quintessential “Stella woman,” showcasing exaggerated silhouettes, refined textures, and pioneering materials. Noteworthy is the brand’s consistent use of ethical fabrics, with 90% of the ready-to-wear line crafted from sustainable sources. Notable innovations include UPPEAL, a luxurious croc-embossed material derived from apple waste, and Airlite®, an air-purifying technology that coats the iconic Falabella bags.
As the fashion industry faces increasing scrutiny over its environmental impact, Stella McCartney’s Winter 2024 campaign stands as a bold reminder that the time for change is now. The campaign not only highlights the brand’s foundational ethos of sustainability but also solidifies McCartney’s role as a leader in pushing the boundaries of ethical fashion.
