{"id":165139,"date":"2021-06-16T15:54:11","date_gmt":"2021-06-16T15:54:11","guid":{"rendered":"https:\/\/www.theindustry.fashion\/stella-mccartney-launches-our-time-has-come-campaign-with-piccadilly-circus-guerrilla-gathering\/"},"modified":"2021-08-12T11:42:28","modified_gmt":"2021-08-12T11:42:28","slug":"stella-mccartney-launches-our-time-has-come-campaign-with-piccadilly-circus-guerrilla-gathering","status":"publish","type":"post","link":"https:\/\/www.theindustry.fashion\/stella-mccartney-launches-our-time-has-come-campaign-with-piccadilly-circus-guerrilla-gathering\/","title":{"rendered":"Stella McCartney launches \"Our Time Has Come\" campaign with Piccadilly Circus \"guerrilla gathering\""},"content":{"rendered":"<p>In celebration of the launch of Stella McCartney\u2019s new \"Our Time Has Come\" AW21 campaign, the brand organised a <strong>\"guerrilla gathering\" at Piccadilly Circus today featuring Stella McCartney brand ambassadors wearing novelty animal heads.<\/strong><\/p>\n<p><!--more--><\/p>\n<p>It\u2019s in <strong>support of Humane Society International\u2019s Fur Free Britain campaign,<\/strong> 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.<\/p>\n<p>The gathering <a href=\"https:\/\/www.theindustry.fashion\/stella-mccartney-unveils-most-sustainable-collection-yet-following-trip-to-g7-to-lobby-world-leaders\/\" target=\"_blank\" rel=\"noopener\">mirrors the AW21 campaign shot by Mert &amp; Marcus,<\/a> and is part of a seven-day takeover of Piccadilly Circus\u2019 Ocean Outdoor screens.<\/p>\n<p>The campaign communicates a message of \u201canimals as equals\u201d and supports Humane Society International\u2019s (HSI) campaign petitions to end the cruel fur trade both in the United Kingdom and globally.<\/p>\n<p>There\u2019s also a<strong> tongue-in-cheek documentary narrated by British comedian David Walliams,<\/strong> as a \"hero film\" to reflect McCartney\u2019s signature humour.<\/p>\n<p><a href=\"https:\/\/www.theindustry.fashion\/wp-content\/uploads\/Stella6.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-173451\" src=\"https:\/\/www.theindustry.fashion\/wp-content\/uploads\/Stella6.jpg\" alt=\"Stella McCartney\" width=\"715\" height=\"476\" \/><\/a><\/p>\n<p>McCartney said: \u201cWhile 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, <strong>barbarism knows no borders and this effort is key to my life\u2019s mission<\/strong> of bringing a conscience to the fashion industry.<\/p>\n<p>\u201cI am proud to partner with Humane Society International and to help raise awareness of the incredible work they do \u2013 please join us in ending this horrendous practice by<a href=\"https:\/\/action.hsi.org\/page\/31830\/action\/1?utm_campaign=fur_31830_2021&amp;utm_source=partner&amp;utm_medium=referral&amp;ea.tracking.id=fur_31830_2021_partner_stella_mccartney\" target=\"_blank\" rel=\"noopener\"> signing their petitions now<\/a>.\u201d<\/p>\n<p>Having never used leather, feathers, fur or skins since it launched in 2001, Stella McCartney\u2019s 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 \u201cremixing classic brand codes.\u201d<\/p>\n<p>The exuberant collection is made with 80% eco-friendly materials, making it the British fashion house\u2019s most sustainable to date.<\/p>\n<p><a href=\"https:\/\/www.theindustry.fashion\/subscribe-now\/\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-144088 size-full\" src=\"https:\/\/www.theindustry.fashion\/wp-content\/uploads\/Daily-Newsletter-Banner.png\" alt=\"Newsletter banner\" width=\"1680\" height=\"268\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In celebration of the launch of Stella McCartney\u2019s 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.<\/p>\n","protected":false},"author":39,"featured_media":144249,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[10488,9763,6,12969],"tags":[18488,10023,17079,9697,4039],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - 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