WATCH: Fashion campaign brings the wild to the city as anti-fur protest

Published June 15, 2021, 12:43 PM

by John Legaspi

It’s like watching a BBC wildlife documentary

Photo from Stella McCartney

Through the years, using fur and other animal-sourced products in making clothes has been off fashion trends list due to ethical concerns. While many of the industry giants have complied to set an example, others are yet to distance themselves from the trade.

To set a light on the issue again, fashion designer and animal rights activist Stella McCartney brought the wild to the busy streets of London with a campaign that supports Humane Society International’s (HSI) petition to end the cruel fur trade both in the United Kingdom and globally. The campaign features cartoon-like animal beings donning the British designer’s pre-fall 2021 collection, which is said to be her most sustainable work.

“While this campaign is light-hearted, I wanted to address a serious issue: ending the use of fur,” Stella said. “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 conscience to the fashion industry.”

Photos from Stella McCartney

Funny yet true to the brand’s initiative, the mockumentary-like campaign presents a world where animals and humans are all treated the same, where “all creatures learn to progress forward with confidence and style” as British comedian David Walliams narrated.

Stella’s autumn 2021 collection is inspired by J is for Joy from the brand’s McCartney A to Z Manifesto. “An energetic, colorful vision,” as the house describes, the collection is composed of performance wear archetypes with more “softness, sensuality and fluidity” that are made of 80 percent eco-friendly materials.

Watch the campaign here: