Last year, as a quiet took over the formerly busy streets of cities worldwide, more and more animals were spotted returning to the land they once roamed freely on. And now, this new sense of exploration is being celebrated by Stella McCartney in her latest campaign Our Time Has Come!— all about humans and animals enjoying city life in fashionable harmony.
The campaign captures models wearing McCartney’s creations while donning costume animal heads as they take a joyful visual journey through the streets of London. The campaign was also made into a mockumentary shot by Mert & Marcus, and narrated by David Walliams.
“Over the last year, as human activity slowed, we saw creatures of all stripes and sizes return to global cities,” the brand states on their website, with these changes allowing for “a stylish fantasy where these species live freely and reclaim their places amongst humans, boldly declaring: Our time has come!”
McCartney has been long famous for her dedication to animal- and eco-friendly fashion. And this time around, her efforts are made more impressive by the fact that this collection is her most sustainable yet — with her Autumn 2021 offerings being made of 80% environmentally friendly materials.This work also aims to encourage the audience to sign The Humane Society International’s petition to create a fur-free society.
McCartney noted that “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. I am proud to partner with Humane Society International and to help raise awareness of the incredible work they do—please join us in ending this horrendous practice by signing their petitions now.”
McCartney’s Autumn 2021 collection is available online at the store and can be found at select boutiques and department stores across the world. You can also enjoy an AR experience of “Our Time Has Come!” by visiting this link and scanning the QR code.
Words By Victoria Arrington
