It’s About Fucking Time | The New Winter 2024 Collection By Stella McCartney

Stella McCartney, a longstanding advocate for cruelty-free luxury, continues to evolve her brand’s commitment to Mother Earth, merging fashion and activism. This campaign is a continuation of her efforts to inspire change within her global community of changemakers. The slogan, “It’s About Fucking Time,” traces its origins to a custom tank top Stella McCartney wore during her father, Sir Paul McCartney’s, inauguration into the Rock and Roll Hall of Fame in 1999. This bold statement has been reinterpreted in the Winter 2024 campaign as a call for global action, with the message appearing in activist-coded moments worldwide. This includes guerrilla fly-postering, protests in collaboration with PETA, and various global initiatives aimed at bringing attention to the environmental crisis.

The Winter 2024 campaign pairs the strong female figures of Stella’s collection with complementary creatures, symbolizing the harmony between fashion and the environment. The campaign advocates for the planet and cruelty-free fashion, spotlighting the devastating environmental impact of animal-based materials.

Eva Mendes and RAYE: Voices for Change

For this season’s campaign, Stella handpicked two trailblazing women who share a passion for social causes. Eva Mendes, an accomplished actor, model, and author, is a vocal advocate for immigrants, women, and children, drawing from her Latin American heritage. She also promotes sustainability through her entrepreneurial efforts, such as a zero-plastic solution to consumer water use.

RAYE, the British singer-songwriter, is known for raising awareness of injustices in the music industry, advocating for feminism and environmental issues. She has addressed the environmental crisis, particularly its disproportionate impact on women of color, through both her music and public activism. In 2024, she broke the record for the most BRIT Awards won by a single artist in one year, using her platform to amplify these important causes.

Cruelty-Free and Earth-Friendly

Stella McCartney’s Winter 2024 collection is a return to the essence of the Stella woman. The designs feature exagerated proportions, elevated textures, and innovative, Earth-friendly materials. As always, the collection is free from leather, feathers, fur, and exotic skins, continuing the brand’s commitment to cruelty-free fashion.

For Winter 2024, 90% of the ready-to-wear collection is crafted from responsible materials. Notable innovations include UPPEAL, a biobased, cruelty-free material made from apple waste, and Airlite®, a pioneering air-purifying technology used in the iconic Falabella bags. The message is clear: it’s about time the fashion industry ended its destructive practices, saving both animals and the planet.