Stella McCartney x PETA: It’s About Fucking Time to End Leather
Two forces for animals, Stella McCartney and PETA, come together once again this New York Fashion Week to tell the world ‘It’s About Fucking Time’ to end leather.
Join the cruelty-free movement with our custom Stella McCartney x PETA TikTok filter, or by pledging to go Leather-Free here.
Inspired by our Winter 2024 message, the collaboration reimagines PETA’s iconic ‘I’d Rather Go Naked’ campaigns. This is brought to life with animal rights activists, advocates and allies baring all in our New York City flagship store windows as well as street demonstrations in Soho and Washington Square Park.
“I have never used leather in any of my collections, and PETA was one of the first organisations to champion my vision for a cruelty-free fashion industry. I could not have chosen a more perfect partner for launching my Winter 2024 campaign, with a very activist spirit because it really is About Fucking Time we ended the use of leather.”
– Stella McCartney
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.
“Stella McCartney has pushed fashion forward with creativity, innovation and compassion, while some other designers remain stuck in the Stone Age, still making clothes from animal skins,” “PETA loves partnering with Stella to chart an ethical, sustainable future for the fashion industry together and to urge everyone to leave leather on the rack — or, better yet, on an animal’s back.”
– Ingrid Newkirk, PETA President
The ‘It’s About Fucking Time’ message is inspired by a custom tank top worn by Stella during Sir Paul McCartney’s inauguration into the Rock and Roll Hall of Fame in 1999. The phrase has since been reinterpreted as a rallying cry and is planned to appear in activist-coded moments globally.
Every year, the fashion industry kills over 1 billion animals for leather (PETA). This has a negative impact on the environment, with animal agriculture responsible for 80% of the Amazon’s deforested areas (WWF) and driving 14.5% of the world’s greenhouse gas emissions (FAO).
Our Winter 2024 ready-to-wear is crafted from 90% responsible materials. As always, the 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.
Join the cruelty-free movement with our custom Stella McCartney x PETA TikTok filter, or by pledging to go Leather-Free here. It’s about fucking time!
