The Stella McCartney Fall 2024 ad campaign is led by the message ‘It’s About Fucking Time’ – amplifying Stella’s voice as an activist for Mother Earth, becoming a call to action for the brand’s global community of changemakers.

Stella hand-selected this season’s faces, including actor, model and author Eva Mendes, an advocate for immigrants, women and children – rooted in her Latin American heritage. She additionally uses her entrepreneurial initiatives for good, including a zero-plastic solution to consumer water.

The campaign’s ‘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. It will appear as activist-coded moments globally, including guerrilla fly-postering, a protest with PETA and beyond.

The Winter 2024 collection is a return to the essence of the Stella woman, with exaggerated proportions, elevated textures and Earth-friendly innovations. The collection is a focus on the foundations the brand is celebrated for; a wardrobe of pieces Stella loves to wear, pulling from her life, personal archive and design DNA.