In celebration of the launch of Stella McCartney’s new “Our Time Has Come” AW21 campaign, the brand organised a “guerrilla gathering” at Piccadilly Circus today featuring Stella McCartney brand ambassadors wearing novelty animal heads.
It’s in support of Humane Society International’s Fur Free Britain campaign, raising additional awareness of the animal cruelty-free movement, and passers-by were being encouraged to sign the Fur Free Britain petition to end the fur trade in the UK.
The gathering mirrors the AW21 campaign shot by Mert & Marcus, and is part of a seven-day takeover of Piccadilly Circus’ Ocean Outdoor screens.
The campaign communicates a message of “animals as equals” and supports Humane Society International’s (HSI) campaign petitions to end the cruel fur trade both in the United Kingdom and globally.
There’s also a tongue-in-cheek documentary narrated by British comedian David Walliams, as a “hero film” to reflect McCartney’s signature humour.
McCartney said: “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.”
Having never used leather, feathers, fur or skins since it launched in 2001, Stella McCartney’s collection for autumn 2021 sees vegan bags including the iconic Falabella – playfully exaggerated as an oversized maxi edition – and the Frayme, a bold new style “remixing classic brand codes.”
The exuberant collection is made with 80% eco-friendly materials, making it the British fashion house’s most sustainable to date.