Eva Mendes Embodies Stella McCartney's 'It's About F---ing Time' Messaging in Cruelty-Free Winter Campaign

Mar. 15, 2025

Eva Mendes for Stella McCartney.Photo:Ethan James Green

Ethan James Green

Stella McCartneyis taking a stand with her label’s winter campaign — and she’s tappedEva Mendesand Raye to help her convey the message.

The fashion designer, who has long been outspoken about making her brand cruelty-free, is loudly sharing the “It’s About F—ing Time” campaign starring the two women.

In Mendes' photo, she wears a black dress and carries a black bag. She shares the photoset with a black horse. In contrast, Raye wears all white, including a white coat, and shares the photoset with a polar bear.

Eva Mendes for Stella McCartney.Ethan James Green

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In a press release, the label points out that this campaign continues McCartney’s staunch platform of activism and making a difference in the world. “Saving the animals will save Mother Earth, and thus ourselves,” it reads.

The two campaign stars also filmed videos, reinforcing “it’s about f—ing time” to make a difference. Mendes filmed her video in Spanish, while Raye called out the word “mother” in a number of languages.

The label highlighted both women in a press release for why they were chosen for the campaign, emphasizing the work they’ve done, most notably for women and people of color.

Raye for Stella McCartney.Ethan James Green

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The new winter collection contains no leather, feathers, furs or exotic skins, which Stella fans have come to expect from the label. According to the release, 90% of the ready-to-wear collection is created from responsible materials.

The new collection is available to shop now online and in stores.

source: people.com