Stella McCartney and PETA, two prominent champions of animal rights, have ignited the fashion world once again with a bold statement at New York Fashion Week: “It’s About Fucking Time.” This rallying cry for the abolition of leather in fashion marks a significant moment, aligning with McCartney’s Winter 2024 campaign.
This season, Stella McCartney’s collaboration with PETA revives the spirit of the organization’s historical ‘I’d Rather Go Naked’ campaigns. In a striking demonstration, activists are showcasing their commitment by appearing unclad in the windows of McCartney’s flagship store in New York City and through street demonstrations. This visceral display is complemented by interactive digital campaigns, including a TikTok filter and a pledge for the public to eschew leather.
Stella McCartney stated, “Leveraging PETA’s advocacy, we aim to accentuate the necessity of a leather-free industry. Their early support was pivotal, and there’s no better ally for our Winter 2024 campaign to push for this overdue change in the industry.”
PETA President Ingrid Newkirk highlighted McCartney’s role in steering the fashion industry towards a more ethical and innovative direction. Newkirk criticized designers who still rely on animal skins, positioning McCartney’s approach as both a moral and environmental vanguard.
The campaign slogan traces back to a tank top McCartney wore in 1999, during her father, Sir Paul McCartney’s induction into the Rock and Roll Hall of Fame. This phrase has since morphed into a broader activist manifesto, signaling a shift towards more ethical fashion practices.
At the heart of this movement, activists are seen in cruelty-free attire from McCartney’s line, including Elyse platform shoes and Stella Eyewear. The campaign also highlights sustainable products like unisex period underwear from The Period Company, aiming to address both environmental and social issues like period poverty.
The environmental impact of leather is severe, with over 1 billion animals killed annually for the industry, which contributes significantly to deforestation and greenhouse gas emissions. McCartney’s Winter 2024 collection proudly features 90% of garments made from sustainable materials like biobased UPPEAL and Airlite®—pioneering air-purifying technology that offers a smarter, kinder alternative to conventional materials.
Revisiting the ethos of PETA’s longstanding anti-fur campaigns, this partnership not only recalls past activism but also sets the stage for future actions, ensuring the message continues to resonate and inspire within and beyond the fashion industry.
