Stella McCartney is pulling no punches in a teaser for her winter 2024 campaign with the marketing drive led by the phrase ‘It’s About Fucking Time’.

It’s pulled from the manifesto that opened the collection’s presentation during Paris Fashion Week – narrated by Olivia Colman and Helen Mirren, and mouthed by the lips of eco activists.

There’s a retro edge in there too as the message is inspired by a custom ‘About Fucking Time’ tank top created and worn by the designer “as a cheeky message” during her father Paul McCartney’s inauguration into the Rock and Roll Hall of Fame in 1999.

That was remixed by McCartney Senior donning a T-shirt saying ‘About Flippin’ Time’ when his daughter won the VH1/Vogue Fashion Award for Designer of the Year in 2000.

So, that’s the history but what about now? The top has been reinterpreted in the latest McCartney collection “and has become an activist rallying cry from and for the planet, calling on the brand’s global community of changemakers to join the fashion house by raising their voices too”.

The message will appear “as activist-coded moments globally from this week as a teaser to the winter campaign that’s being revealed next week.