The campaign captures models wearing McCartney’s creations while donning costume animal heads as they take a joyful visual journey through the streets of London. The campaign was also made into a mockumentary shot by Mert & Marcus, and narrated by David Walliams.

“Over the last year, as human activity slowed, we saw creatures of all stripes and sizes return to global cities,” the brand states on their website, with these changes allowing for “a stylish fantasy where these species live freely and reclaim their places amongst humans, boldly declaring: Our time has come!”

McCartney has been long famous for her dedication to animal- and eco-friendly fashion. And this time around, her efforts are made more impressive by the fact that this collection is her most sustainable yet — with her Autumn 2021 offerings being made of 80% environmentally friendly materials.This work also aims to encourage the audience to sign The Humane Society International’s petition to create a fur-free society.

McCartney noted that “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.”

McCartney’s Autumn 2021 collection is available online at the store and can be found at select boutiques and department stores across the world. You can also enjoy an AR experience of “Our Time Has Come!” by visiting this link and scanning the QR code.

Words By Victoria Arrington

The post Stella McCartney Celebrates Animal Freedom In London With Her Cheerful ‘Our Time Has Come!’ Campaign appeared first on Voir Fashion.

Issue 24 has recently been released, and here are 5 reasons why you should read it.

Turning Up The Heat!

Owning the rightful position of centre stage in this issue, is none other than Bebe

Rexha, a self-proclaimed sexy, unapologetic and honest woman. Bebe will inspire you to turn up the heat in pursuit of your dreams, if even with a sugar free diet and a slice of chocolate cake.

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Going For Gold

We invite you into the world of British cyclist and Olympic hopeful Amber Joseph as she shares secrets of her hidden talents, career goals and why “If you stop pedalling, you’ll fall over!”

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Cruelty-Free

Streetwear intoxicates you to our next maven, namely Giuliano Calza, better known under

the brand GCDS. Inspiration is this man’s middle name as he carves out collection

after collection and continues to ignite the following of today’s ‘cool kids’ through his

progressiveness in fashion, cruelty-free, gender fluid cosmetics, and hip language of product names.

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Discover Your ‘Rocket Girl’

When you are ready to burn out your fuse, tune in to our sizzling beauty editorial by makeup artist and entrepreneur Anna Priadka of Makeup54 and beauty photographer Jen Wilding. The two have collaborated with Voir to help you truly discover your ‘Rocket Girl’.

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All About The Attitude

Join us as we get up-close-and-personal and ‘In Focus’ with contemporary art’s new enfant terrible: Andreea Robescu. Andreea reinforces the tone of this issue that “It’s all about attitude, it’s about owning your voice and celebrating who you are.”

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And if that does not convince you, take a leaf out of the late Alexander McQueen’s book:

“I don’t think it makes sense to play safe in these times. The world needs fantasy, not reality. We have enough reality today.”

Written by Luke Walwyn

The post 5 Reasons To Read Voir Issue 24 appeared first on Voir Fashion.