Entitled Our Time has Come, Stella McCartney has launched an A/W 21 campaign which firmly pits animals as equal to humans. Shot by photographic duo Mert & Marcus, the campaign sees models donning giant animal masks at Somerset House and other London locations, wearing sustainable pieces from McCartney's A to Z Manifesto. A farcical mockumentary is narrated by British comedian David Walliams in the style of David Attenborough, where the models-stroke-animals are depicted in their natural habitat: London.
'While this campaign is lighthearted, I wanted to address a serious issue: ending the use of fur. Whether it is being sold here in the United Kingdom, or farmed globally, barbarism knows no borders and this effort is key to my life's mission of bringing a conscience to to the fashion industry,' said McCartney.
The British brand is also supporting Humane Society International’s (HSI) petitions to end the cruel fur trade both globally and in the United Kingdom. From today, Stella McCartney is taking over the screens at Piccadilly Circus, urging more people to sign the petition to end the deadly fur trade.
Inspired by ‘J is for Joy’ from the McCartney A to Z Manifesto, A/W 21 is the brand's most sustainable collection to date – an optimistic vision elevating performance wear and refocusing them with sensuality and fluidity.
Last week McCartney attended the G7 summit in Cornwall to represent the fashion industry in sustainability discussions, alongside other CEOs and HRH The Prince of Wales. 'I am honoured to represent the fashion industry today, one of the most polluting in the world. My goal is to drive change, encourage investments and create lasting difference through incentives supporting the next generation,' said McCartney. 'I hope the G7 Summit will translate our message into policies bringing us closer to creating a cruelty-free society that is kinder to all creatures, Mother Earth and each other.'
The Stella McCartney Autumn 2021 Collection is available to buy now.
On Wednesday 16 June, to celebrate the launch of the 'Our Time Has Come’ A/W 21 campaign and 7 day takeover of London’s iconic Piccadilly Circus’ Ocean Outdoor screens, the Stella McCartney staged a Guerrilla gathering at Piccadilly Circus. Animal mascots were campaigning in support of Humane Society International’s Fur Free Britain campaign, raising additional awareness of the cruelty-free movement and the Fur Free Britain petition.