The mission of
the designer who has always focused on sustainable fashion, also continues in the campaign for the Fall 2021 collection,
"Our Time Has Come"
, proposing a vision of animals that wake up in London, that live free and take their place among humans, wearing sustainable luxury pieces that embody "J is for Joy" from the McCartney A to Z Manifesto. The campaign aims to communicate a message of equality, "animals are equals" and supports petitions and the Humane Society International (HSI) campaign to end the cruel fur trade, not only in the UK but around the world.
Narrated as an ironic documentary by British comedian David Walliams, the campaign film reflects the brand's signature humor.
"As joking as this campaign is - explains the designer -
I wanted to address an important issue: putting an end to the use of fur
. Whether it is sold here in the United Kingdom or raised globally, in reality the civilization of barbarism knows no borders and this effort is central to my life's mission which is to bring a conscience into the fashion industry. I am proud to partner with
Humane Society International
and to help raise awareness of the incredible work they do - join us in putting an end to this horrendous practice by immediately signing their petitions ".
The Fall 2021 collection is an energetic and colorful vision.
Vegan bags include the iconic Falabella in a maxi edition and the Frayme bag, a new model that revisits the brand's classic codes. The collection is made with 80% eco-friendly materials, the most sustainable ever created to date. Finally,
the designer, who has been animal free since 2001
, for 20 years now
, is asking her global community of changemakers to sign the
Stop Deadly Fur
from Humane Society International (North America, Europe, Asia) which asks all countries to abolish fur production and stresses the danger of the related trade in these products for human and animal life, especially during the pandemic.