It's About Fucking Time to End Breast Cancer
October is Breast Cancer Awareness Month, a cause close to Stella McCartney’s heart and family. Join the movement by raising awareness and funds for prevention, early detection and treatment through our Stella McCartney Cares Foundation. It’s About Fucking Time we ended breast cancer, together!
Breast cancer is the most common cancer in the UK, with 1 woman diagnosed every 10 minutes or around 55,000 women diagnosed annually.
Breast cancer incidences in younger women are still low – about 49 per 100,000. However, breast cancer diagnoses in women under 50 have been rising by more than 2% annually over the past five years, and women under 40 are nearly 40% more likely to die from their breast cancer than women over 40.
Inspired by our Winter 2024 campaign message, join us by recording a video of yourself saying "It's about fucking time to end breast cancer!" with our custom TikTok filter.
Please tag @StellaMcCartney, #StellaMcCartney and #AboutFuckingTime.
Next-gen voices including Caylee Cowan, Griffin Maxwell Brooks, Sara Camposarcone and Ameya Okamoto wore vegan, cruelty-free and iconic Elyse platform shoes and Stella McCartney sunglasses. Unisex period underwear was provided by The Period Company, focused on dignity and sustainability to eradicate period poverty and lessen waste.
This protest is a redux of PETA’s ‘I’d Rather Go Naked Than Wear Fur’ campaign, which ran for 30 years and featured celebrities such as Christy Turlington, Tyra Banks, P!nk and Christina Applegate. It also nods to Pamela Anderson’s 2006 appearance in Stella McCartney’s London flagship store windows, where she posed naked behind a banner stating ‘We’d Rather Bare Skin Than Wear Skin’ to raise funds and awareness for PETA.
