Stella McCartney has a bold new campaign to end the use of fur. Titled ‘Our Time Has Come’, the fashion house's autumn 2021 campaign features a stylish fantasy of animals stomping around London, living freely and taking their place among people while wearing sustainable luxury pieces and embodying "J is for Joy" from the McCartney A to Z Manifesto. It aims to communicate the message that animals are our equals and to support Human Society International's (HSI) campaign to end the cruel fur trade both in the UK and globally.
"While this campaign is light-hearted, 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 the fashion industry," says Stella McCartney.
The fashion house is committed to stopping the use of leather, feathers, fur or skins since 2001, having prevented 60,000 animal deaths. More than 1 million of Stella McCartney's vegan, iconic Falabella bags have been sold, preventing the deaths of about 400,000 cows. They are also raising awareness for HSI's Free Britain petition, urging the UK government to ban the import and sale of fur.