As headline-grabbing statements go, Stella McCartney’s new eco-heavy Winter 2024 campaign, starring actor Eva Mendes and singer/songwriter Raye, takes some topping.

After teasing it earlier this month, it’s led by a message that screams ‘It’s About Fucking Time’ as the campaign amplifies McCartney’s voice “as an activist for Mother Earth”. It also develops a manifesto that opened the collection’s show during Paris Fashion Week, “becoming a call to action for the brand’s global community of changemakers”.

“The message is clear; it’s about fucking time fashion ended its senseless killing of animals and our planet”, the campaign concludes.

And that message was inititally inspired by a custom tank top worn by McCartney during her father’s inauguration into the Rock and Roll Hall of Fame in 1999.

The phrase, which has since been reinterpreted as a rallying cry, will appear as activist-coded moments globally, including guerrilla fly-postering, a protest with PETA and beyond.

And of course, for Winter 2024, 90% of her ready-to-wear is crafted from responsible materials and free from leather, feathers, fur and exotic skins.

Shot by Ethan James Green in London, the campaign combines this season’s Stella women with complementary creatures “platforming the brand’s advocation for the planet and cruelty-free, luxury fashion”.

McCartney said she hand-selected this season’s faces, “both a strong female voice passionate about causes of their own”. Mendes is an advocate for immigrants while using her entrepreneurial initiatives for good, including a zero-plastic solution to consumer water, while Raye “raises her voice for the injustices of the music industry, feminism and the environmental crisis”.