Stella McCartney’s winter 2024 campaign is making waves with its bold slogan, “It’s About Fucking Time.” This provocative phrase headlines the marketing push for the collection.
The slogan originates from a manifesto presented during Paris Fashion Week. The manifesto was narrated by renowned actresses Olivia Colman and Helen Mirren, and featured eco-activists prominently.
The message carries a nostalgic twist, inspired by a custom “About Fucking Time” tank top that McCartney wore as a playful gesture during her father Paul McCartney’s Rock and Roll Hall of Fame induction in 1999. Paul McCartney later wore a “About Flippin’ Time” T-shirt when Stella won the VH1/Vogue Fashion Award for Designer of the Year in 2000.
In the present day, this vintage top has been reimagined for McCartney’s latest collection. It now serves as an activist call to action, encouraging global changemakers to unite and voice their support for environmental causes.
The campaign will feature “activist-coded moments” worldwide starting this week, leading up to the full reveal of the winter campaign next week.
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