Stella McCartney is taking a stand along with her label’s winter marketing campaign — and he or she’s tapped Eva Mendes and Raye to assist her convey the message.
The style designer, who has lengthy been outspoken about making her model cruelty-free, is loudly sharing the “It is About F—ing Time” marketing campaign starring the 2 girls.
In Mendes’ picture, she wears a black costume and carries a black bag. She shares the photoset with a black horse. In distinction, Raye wears all white, together with a white coat, and shares the photoset with a polar bear.
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In a press launch, the label factors out that this marketing campaign continues McCartney’s staunch platform of activism and making a distinction on this planet. “Saving the animals will save Mom Earth, and thus ourselves,” it reads.
The 2 marketing campaign stars additionally filmed movies, reinforcing “it is about f—ing time” to make a distinction. Mendes filmed her video in Spanish, whereas Raye referred to as out the phrase “mom” in quite a lot of languages.
The label highlighted each girls in a press launch for why they have been chosen for the marketing campaign, emphasizing the work they’ve accomplished, most notably for girls and other people of colour.
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Stella McCartney’s “It is About F—ing Time” messaging is impressed by a shirt that the designer wore for her well-known dad Paul McCartney’s induction into the Rock and Roll Corridor of Fame in 1999. It is a phrase she has saved shut and used for her personal line, which she launched in 2001. She reinterpreted it as a “rallying cry,” in keeping with the press launch as a part of her model’s manifesto, now pushing the envelope within the vogue business.
The brand new winter assortment accommodates no leather-based, feathers, furs or unique skins, which Stella followers have come to count on from the label. In accordance with the discharge, 90% of the ready-to-wear assortment is created from accountable supplies.
The brand new assortment is out there to buy now on-line and in shops.