MOTHER EARTH: Stella McCartney on Tuesday revealed its fall 2024 campaign, reinforcing its “It’s About F–king Time” environmental manifesto with Eva Mendes and Raye posing side by side with a stallion and a polar bear, respectively.
The brand said McCartney chose to work with Mendes for her strong voice and support for immigrants, women and children, and her entrepreneurial initiatives for good, including as the face of plastic-free water brand FloeWater.
Raye, meanwhile, represents a voice for the injustices in the music industry, feminism and the environmental crisis, particularly its outsized impact on women of color both in the press and through tracks like “Environmental Anxiety” and “Mother Nature,” the brand said.
Raye stars in Stella McCartney’s fall 2024 campaign.
Courtesy of Stella McCartney
Shot by Ethan James Green in London, the campaign aims to highlight the brand’s advocacy for the planet and cruelty-free practices in fashion. The brand pointed out that cow leather has nearly 10 times the environmental impact of plant-based alternatives and six times that of synthetic options.
The fall 2024 show was presented in Paris earlier this year together with the short film “Message From Mother Earth.”
It featured Charlotte Rampling, Sharon Stone, Liv Tyler, Arizona Muse, India Amarteifio, Kai-Isaiah Jamal, Quannah Chasinghorse, Alice Aedy, Sylvia Earle, Christiana Figueres and Aweng Chuol, as well as audio contributions from Olivia Colman and Helen Mirren, saying “You have called me many names and you know my face. You see me in the trees, the birds and the waves. You all came from me in harmony. So why are you harming me? We are always connected.
“And despite your attempts at emancipation, you cannot cut the umbilical cord, that threads through the entire planet. Sorry baby, I am the only mother where it is natural for her to outlive her children. But what will be left of me after you? I still love you. Do you still love me? I need you to show it. It’s about f–king time,” it continued.
The campaign’s name is inspired by a custom tank top worn by McCartney during her father Paul McCartney’s inauguration into the Rock and Roll Hall of Fame in 1999.
2024 also marks the 10th anniversary of the brand’s Elyse shoes. To celebrate the occasion, the Elyse range was shot at London’s Kew Gardens alongside the “Light to Life” exhibition of British artist Marc Quinn.
“I love how my Elyse shoe has evolved over the last 10 years; versatile and vegan down to the glue, showing the world that no animals need to be harmed for fashion,” McCartney said.