STELLA MCCARTNEY WINTER 24
“It’s About Fucking Time”: this is the claim of Stella McCartney’s Winter 2024 campaign, which sees actress Eva Mendes and singer RAYE as protagonists. The entire campaign has the goal of amplifying Stella’s voice as an activist for the planet, inviting the brand’s community to take action for change. This season’s faces have been hand-selected by Stella, who decided to choose two remarkable women, already committed to the preservation of the environment. The message, “It’s About Fucking Time”, is inspired by a custom tank top worn by Stella McCartney herself in 1999: from that moment on, the phrase has been used as a protest slogan by environmental activists.
The campaign, shot by Ethan James Green in London, combines the commitment for the defense of the planet to the vision of a cruelty-free luxury. For Stella McCartney, saving animals means saving planet Earth, and thus ourselves: cow leather has 10 times the environmental impact as plant-based alternatives, significantly contributing to global warming, water pollution and the destruction of vital habitats such as the Amazon rainforest.
The Winter 2024 collection is a return to the essence of the Stella woman, with exaggerated proportions, elevated textures and Earth-friendly innovations. The focus is on the brand’s foundations, on what made it famous; the wardrobe is made of pieces Stella loves to wear, pulling from her life, personal archive and design DNA. As always, the entire collection is free from leather, feathers and fur: instead, there are biobased vegan alternatives such as UPPEAL, a cruelty-free material obtained from apple waste, alongside iconic Falabella bags coated in Airlite, a pioneering air-purifying technology. Therefore, the message of the collection is very clear: for Stella McCartney it’s about time fashion world starts living in harmony with the planet and its creatures.