Stella McCartney's “About Fucking Time” shirt is again. And it truly is about fucking time.
The design is a replica of a DIY tanktop that Stella McCartney made in 1999 when her father, Paul (maybe you have heard of him?), was inducted within the Rock & Roll Hall of Fame. Its genius is in its simplicity: About fucking time one of the well-known musicians who's ever lived was saluted by the world's preeminent dad rock museum, no?
In the following many years, these three phrases have gained a newfound sense of urgency. Sure, huge deal that Paul McCartney will get inducted right into a corridor of fame or no matter (I'd argue he is doing simply superb both means) however in an overconnected period the place every part is all the time on fireplace, is not it about fucking time we get severe?
Everyone else positive appears to suppose so.
The Stella McCartney “About Fucking Time” graphic returned for the designer's Fall/Winter 2024 assortment of the identical title, 25 years after it debuted, and instantly grew to become inescapable.
By September 2024, mere weeks after it returned, the “About Fucking Time” tank was worn by Charli XCX, Paris Hilton, Madonna, and Lenny and Zoë Kravitz.
Now, this wasn't all fairly natural — the “About Fucking TIme” tanktop has appeared in styled vogue shoots, a probable signal that Stella McCartney is boosting it with stylists — however the sudden visibility of the Stella prime is clearly sinking in.
The “About Fucking Time” tanktop nearly instantly bought out on the Stella McCartney website when it launched round mid-September and its $325 crewneck sibling is gone in nearly every size ( costly, sure, however nothing in comparison with Dior's $900 “feminist” T-shirts).
The enchantment is clear sufficient, particularly in our period of reborn slogan tees. It's a easy, universally agreeable sentiment with a curse phrase tossed in for edgy enchantment, all rendered in an Aw Shucks “Vote for Pedro“-style typeface.
And, most significantly, “About Fucking Time” is vaguely emphatic sufficient to face for mainly something.
For McCartney, the modern that means of “About Fucking Time” expands to incorporate renewed give attention to local weather change and animal rights — McCartney and her father are each longtime vegans. But it is all the time about fucking time, is not it?
“About Fucking Time” Charli XCX took over the world. “About Fucking Time” PinkPantheress obtained the quilt story she deserves. Timeliness is within the eye of the beholder.
It's about fucking time that America voted in a lady President. It's about fucking time that society at massive stopped attacking girls for merely current.
Really, the one factor that might stop the worldwide dominance of “About Fucking Time” is its spiciness.
The F-word could also be essential to its about enchantment however there are most likely loads of individuals with comparatively conservative tastes who would possibly discover a printed swear phrase a wee bit too naughty. To please these people, maybe McCartney ought to think about reprinting the parent-approved model her dad wore a yr after “About Fucking Time” debuted. Because it is also about flippin' time, y'know?
