Stella McCartney’s Happy Pre-Fall 2021 Campaign Comes With A Message
Stella McCartney has some ideas on what we could wear in the fall, but she doesn’t want to lose sight of the big picture.
The designer released the campaign for Pre-Fall 2021 on Thursday. McCartney continues to follow the alphabet of her brand manifesto, first shown for Spring 2021: Imagery – which sees animal models run through London while wearing the collection – falls under “J,” for joy. It is believed to represent “animals on an equal footing,” according to a press release, showing them living their lives in the city, side by side with humans. There’s even a fake movie narrated by British comedian David Walliams.
In keeping with the cosmopolitan themes of the lookbook and film, the pieces – due to arrive in stores and online on June 10 – feel ready for city life, with an emphasis on versatility (pants, dividers, dresses and jackets). , as well as practical shoes) and comfort (sports fleeces, loose fit and breathable fabrics), just what you think you need to get used to dressing again.
But the designer is sending a bigger message beyond clothes this season.
“While this campaign is light, I wanted to address a serious issue: ending the use of fur,” Stella McCartney said in a statement. “Whether sold here in the UK or cultivated around the world barbarism knows no borders and this effort is key to my life’s mission to bring awareness to the fashion industry.” To this end, the brand is partnering with the Humane Society to promote its petitions to end the fur trade, both worldwide and UK.
McCartney, of course, is known for her cruelty-free approach to luxury fashion, never having used fur, leather, feathers or skins in her collections for her eponymous brand. (The brand says their Fur Free Fur has “[helped] prevent 60,000 animal deaths, “according to a press release.) In a statement, Jeffrey Flocken, president of Humane Society International, said” the designer’s inspiring leadership in furless fashion is second to none. ”
“Millions of animals in fur factory farms suffer hardship and suffering for the fur trade, and animals trapped and drowned in the wild also suffer terribly – just for fashion items no one needs. “, he continued. “We are proud to stand with Stella McCartney and her celebrity advocates in saying it’s time to end the fur.”
See the Stella McCartney Pre-Fall 2021 campaign in the gallery below.
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