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

Stella McCartney is taking a stand with her label’s winter campaign — and she’s tapped Eva Mendes and 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.

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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.

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Stella McCartney’s “It’s About F—ing Time” messaging is inspired by a shirt that the designer wore for her famous dad Paul McCartney’s induction into the Rock and Roll Hall of Fame in 1999. It’s a phrase she has kept close and used for her own line, which she launched in 2001. She reinterpreted it as a “rallying cry,” according to the press release as part of her brand’s manifesto, now pushing the envelope in the fashion industry.

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.