Stella McCartney and PETA join forces at NYFW with a message for the fashion industry: the time for leather-free fashion is long overdue.
Stella McCartney and People for the Ethical Treatment of Animals (PETA) are doubling down on their efforts to push the fashion industry toward a leather-free future. Known for her long-standing commitment to sustainable and cruelty-free fashion, McCartney is partnering with the activist group for a new phase of PETA’s iconic “I’d Rather Go Naked” campaign. The campaign, which leveraged naked celebrities to take a stand against fur, was retired by PETA in 2020 as most major fashion labels dropped fur.
McCartney will revive the campaign slogan to address leather. This collaboration will take center stage at New York Fashion Week, where a fresh campaign slogan, “It’s About F*cking Time.”
The slogan was inspired by a tank top she wore when her father, Paul McCartney, was inducted into the Rock & Roll Hall of Fame in 1999, symbolizing a larger message about timing and change in the fashion industry. The new campaign aims to put pressure on brands and consumers alike to stop using leather products.
A bold presence at New York Fashion Week
The new campaign will be launched with several high-profile events. On Tuesday, PETA supporters, led by actor Caylee Cowan, will gather near the Brooklyn Bridge before moving to McCartney’s flagship store in SoHo. Demonstrators will hold “No Leather Ever” signs, and attendees will get a first look at McCartney’s revamped flagship store, which also features window displays to reinforce the anti-leather message.
Additionally, McCartney will host a party at her downtown New York City location to mark the launch of her winter collection and PETA’s “No Leather Ever” pledge. The gathering will celebrate not only her dedication to cruelty-free fashion but also PETA’s mission to convince consumers to ditch leather in their wardrobes.
The “I’d Rather Go Naked” campaign originally debuted in the 1990s and has featured a host of prominent celebrities, including Christy Turlington, Pamela Anderson, Pink, Eva Mendes, and Naomi Campbell. The campaign gained attention for its bold imagery, with stars posing nude to highlight their opposition to the use of animal skins in fashion. PETA has continually refreshed its campaigns to target brands that rely on leather products. Most recently, the organization set its sights on Coach with a “Coach: Let Cows Live” protest during its show earlier this year at the James B. Duke House.
Stella McCartney has been a vocal advocate for sustainable and ethical fashion since launching her brand in 2001. From the start, she has refused to use leather or fur in any of her designs, a decision that has earned her praise from environmental groups and consumers alike. McCartney’s brand is built on the principle that fashion can be luxurious, stylish, and responsible. Her innovative use of alternative materials, such as recycled nylon and faux leather, has challenged the status quo in high fashion.
Her partnership with PETA comes as no surprise, given her longstanding commitment to sustainability. McCartney has worked tirelessly to shift the fashion industry away from animal-based products and toward more ethical practices. While many brands have abandoned the use of fur, leather remains a widely used material in the fashion industry. However, a growing number of consumers and designers are beginning to recognize the environmental and ethical implications of leather production. In recent years, sustainable alternatives like mushroom leather and lab-grown leather have emerged as viable options, and McCartney’s work has been at the forefront of this movement.
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