Since the very beginning of her fashion house, Stella McCartney has been a champion of animals and the planet. She's banned fur, leather, feathers and exotic skins from her fantastic collections, alternatively favoring biological, technical and renewable materials. Now the Stella McCartney Winter 2024 campaign has dropped and it delivers a pretty direct message.
"It's About Fucking Time" features Eva Mendes and RAYE paired with complementary creatures, highlighting the brand's planet-saving and cruelty-free ethos. (The designer actually donned a custom tank top emblazoned with the message during her father Sir Paul McCartney's inauguration into the Rock & Roll Hall of Fame in 1999.) The campaign was shot by photographer Ethan James Green in London and showcases a collection full of "exaggerated proportions, elevated textures and Earth-friendly innovations." In fact, an impressive 90 percent of its pieces are crafted from responsible materials.
Check out more of the Stella McCartney Winter 2024 campaign below, then head on over to the brand's website to shop the collection to save the animals, the planet and ourselves.
