Eva Mendes Embodies Stella McCartney's 'It's About F—ing Time' Messaging in Cruelty-Free Winter Campaign

Stella McCartney has taken a stand with her label’s winter campaign – and she’s enlisted Eva Mendes and Raye to help get the message across.

The fashion designer, who has long been outspoken about her desire to make her brand cruelty-free, has been vocally sharing the “It’s About F—ing Time” campaign, which stars two women.

In Mendes’ photo, she is wearing a black dress and a black bag. He shares a photo set with a black horse. In contrast, Raye wears all white, including a white coat, and shares a photo set with a polar bear.

Eva Mendes for Stella McCartney.

Ethan James Green

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In a press release, the label notes that this campaign continues McCartney’s strong platform of activism and making a difference in the world. “By saving animals, we will save Mother Earth, and thus ourselves,” he writes.

Two of the campaign’s stars also recorded videos, confirming “it’s fucking time” to make a difference. Mendes recorded her video in Spanish, while Raye shouted the word “mother” in multiple languages.

The publishing house singled out both women in a press release for why they were chosen for the campaign, highlighting the work they’ve done, most notably for women and people of color.

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Raye for Stella McCartney.

Ethan James Green

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Stella McCartney’s “It’s About F—ing Time” message was inspired by the shirt the designer wore to her famous father Paul McCartney’s induction into the Rock and Roll Hall of Fame in 1999. It’s a phrase she’s held close to and used for her own line, which launched in 2001. She reinterpreted it as “a rallying cry,” according to a press release as part of her brand’s manifesto, now pushing the envelope in the fashion industry.

The new winter collection does not contain leather, feathers, fur or exotic leather, which Stella fans have come to expect from the label. According to the press release, 90% of the ready-to-wear collection is made from responsible materials.

The new collection is available for purchase online and in stores.

Categories: Trends
Source: HIS Education