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 a strong female voice 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.

1,000 polar bears are hunted annually, some for fur.

It's About Fucking Time to Save The Animals.

As always, the Winter 2024 collection is free from leather, feathers, fur and exotic skins – including biobased vegan alternatives such as UPPEAL, a cruelty-free croc-embossed material innovated from apple waste, alongside iconic Falabella bags coated in Airlite®, a pioneering air-purifying technology. The message is clear; it’s about fucking time fashion ended its senseless killing of animals and our planet. A lifelong vegetarian, Stella McCartney has never used animal leathers or furs – and she never will. Our luxury fashion brand is committed to working with alternative supreme quality materials that are responsibly sourced and kinder to the environment, using innovative processes and considered sustainable materials to handcraft luxury designer clothing that doesn’t compromise on style, quality or sustainability.