Eva Mendes, Raye, Paris Hilton and Madonna have united around the slogan "It’s About Fucking Time" for Stella McCartney's Fall-Winter 24-25 campaign, which features innovative, vegan, and more sustainable materials.

By Ludmilla Intravaia

"So, all vegan, no dead animals." This is how Stella McCartney, describing the outfit from her Fall-Winter 2024-2025 collection worn by the singer Raye, explains the meaning of her new campaign "It’s About Fucking Time" in a video posted on YouTube a week ago: "This whole collection was about trying to really have humans just pause for a second and realise that we do co-inhabit Mother earth with other animals."

British singer Raye, along with American actress Eva Mendes, is the face of this campaign highlighting British designer Stella McCartney’s commitment "for the planet and cruelty-free, luxury fashion" with the Fall-Winter 2024-2025 collection being "crafted from 90% conscious materials".

This Fall-Winter 24-25 collection showcases several pieces made from innovative materials, serving as alternatives to animal-derived materials like feathers, fur or leather. One example is a vegan trench coat made from Uppeal, a material marketed since 2014 by the companies Mable Industries and Frumat, "from the waste of apples grown for juice and jam in Northern Italy", according to Stella McCartney's website, which also points out that "exotic skins are cruel, unethical and inhumane".

"It’s About Fucking Time that fashion stopped harming animals" proclaims the "It’s About Fucking Time" campaign, featuring faux fur coats and Falabella bags made from next-gen alter-leather, alongside images of animals exploited by fashion like a polar bear, a flamingo, a crocodile, a horse and an owl.

This slogan, "About Fucking Time," holds special meaning for Stella McCartney, as she first used it on a T-shirt worn during the induction of British singer Paul McCartney into the Rock and Roll Hall of Fame, in 1999, in New York.

Watch Stella McCartney take the stage to join her father during his acceptance speech in the video below.

Paul McCartney returned the favor by wearing a T-shirt with the slogan "About Flippin' Time" when his daughter received the Designer of the Year award at the VH1 Vogue Fashion Awards 2000, in New York.

This "About Fucking Time" slogan is still alive and kicking, now displayed on a T-shirt for Stella McCartney's collection, "A Message from Mother Earth", unveiled on March 4, 2024, during Fall-Winter 2024-2025 Paris Fashion Week.

The T-shirt bearing the "About Fucking Time" slogan, has already been seen on American singers Madonna and Paris Hilton.

It is now available in two models - boxy T-shirt and tank top - on the brand’s website and in its physical stores, along with all the pieces from the Fall-Winter 24-25 collection.

The animal rights organization PETA has also adopted the famous slogan to protest in the streets of New York during Spring-Summer 2025 Fashion Week, which took place from September 6 to 11, 2024. On this occasion, Stella McCartney and PETA launched the "No Leather Ever" pledge (sign here).

* Read more about Stella McCartney’s work for an innovative, sustainable and vegan fashion in Le Boudoir Numérique articles below.

- Paris Fashion Week FW 23/24 –Stella McCartney’s innovative vegan materials

- Stella McCartney at COP26: "The future of fashion and our planet is cruelty-free"

- Paris FW SS22 - Stella McCartney unveils on the runway her first vegan bag in Mylo unleather

- Mylo by Bolt Threads - Stella McCartney unveils mushroom alter-leather bustier and pants

* Learn more about innovative vegan and cruelty-free fashion and beauty, by exploring the Boudoir Numérique special file there.

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