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Stella McCartney flips pop culture moment into climate message

WWD

20 Sept 2024

Stella McCartney on Tuesday revealed its fall 2024 campaign, reinforcing its “It’s About F–king Time” environmental manifesto with Eva Mendes and Raye posing side by side with a stallion and a polar bear, respectively.

The brand said McCartney chose to work with Mendes for her strong voice and support for immigrants, women and children, and her entrepreneurial initiatives for good, including as the face of plastic-free water brand FloeWater.

Raye, meanwhile, represents a voice for the injustices in the music industry, feminism and the environmental crisis, particularly its outsized impact on women of color both in the press and through tracks like “Environmental Anxiety” and “Mother Nature,” the brand said.

Shot by Ethan James Green in London, the campaign aims to highlight the brand’s advocacy for the planet and cruelty-free practices in fashion. The brand pointed out that cow leather has nearly 10 times the environmental impact of plant-based alternatives and six times that of synthetic options.

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