The Winter 2024 campaign is led by 'It’s About Fucking Time' – inspired by a custom tank top worn by Stella when Paul McCartney was inducted into the Rock ‘n Roll Hall of Fame in 1999. This bold message was reimagined for our new collection, inspiring our community to take action for Mother Earth and her creatures. It’s About Fucking Time!
THE WINTER 2024 CAMPAIGN
Our Winter 2024 campaign features Eva Mendes and RAYE. Shot by Ethan James Green in London, it juxtaposes this season’s Stella women with complementary creatures; platforming our advocation for the planet and cruelty-free, luxury fashion. The collection is crafted from 90% conscious materials.
A return to the essence of our woman – with exaggerated proportions, elevated textures and Earth-friendly innovations. The collection is a focus on the foundations the brand is celebrated for; a wardrobe of pieces Stella loves to wear, pulling from her life, personal archive and design DNA.
3.4 billion birds are killed for feather down annually.
It’s About Fucking Time to Save The Animals.
EVA MENDES
Stella hand-selected this season’s faces, both strong female voices passionate about causes of their own. Actor, model and author Eva Mendes is an advocate for immigrants, women and children – rooted in her Latin American heritage. She uses her entrepreneurial initiatives for good, including a zero-waste water solution.
Eva Mendes is photographed wearing a vegan trench coat crafted from UPPEAL™️ – a cruelty-free crocodile alternative made from apple waste, not animals.
Fashion uses 1.5 million crocodile skins annually.
It’s About Fucking Time to Save The Animals.
RAYE
Singer-songwriter RAYE raises her voice for the injustices of the music industry, feminism and the environmental crisis, particularly its outsized impact on women of colour. In 2024, she broke the record for most BRIT Awards won by an artist in one year and continues to use her growing platform for positive change.
RAYE is photographed in a cruelty-free alternative to animal fur – part of our cruelty-free commitment.