Stella McCartney advertising campaign winter 2024

Review of the Stella McCartney Winter 2024 advertising campaign by Creative Director Stella McCartney with photographer Ethan James Green and models Eva Mendes and Raye

Stella McCartney sends a bold and stylish call to action with her new Winter 2024 campaign, shot by photographer Ethan James Green.

The stars of the campaign are actress Eva Mendes and singer Raye. Both are not only powerful artists, but also speak out on environmental and feminist issues and are in line with the brand's core values ​​of environmental protection and animal welfare.

The campaign delivers this message in one of the boldest, most direct ways we've seen from Stella to date. The clever layouts combine Green's portraits of each star with a majestic wildlife shot, creating a visual synchronicity between the two. Eva Mendes proudly tosses her hair in a black dress, exuding the dynamism of a gleaming black horse, while Raye, in her oversized, shaggy white fur, reflects the quiet power of a polar bear. But it's the accompanying text in all caps and bold red that makes the impact: “IT'S ABOUT FUCKING TIME.” Now is the time to act; every minute we wait brings Earth's precarious habitats closer to eternal destruction.

The accompanying short videos are ideal for TikTok and Instagram stories and bring each of these portraits into motion, while allowing each star to raise their own voice and contribute to the call to action.

Although the slogan is revived in a fresh and relevant way in this bold new format, it's actually nothing new for the designer. It's inspired by a custom tank top Stella wore to Paul McCartney's induction into the Rock and Roll Hall of Fame in 1999. Reimagined as a rallying cry for action and activism, this part of the brand's history makes a fitting comeback today, where it will drive engagement both on social media and outside the home through planned guerrilla posts and an activation with PETA.

At a time when many campaigns lack narrative perspective and impact, Stella McCartney gives us all of that – and how.

Stella McCartney Creative Director | Stella McCartney
Photographer | Ethan James Green
Models | Eva Mendes and Raye