Stella McCartney will launch POP, the designer’s third fragrance, this March. POP is targeted at ‘Millenials’, and will be fronted by four women, including singer Claire Boucher (aka Grimes).
Claire Elise Boucher, better known as avant-pop sensation Grimes, has been announced as the face of Stella McCartney’s new, sustainable fragrance ‘POP’. The campaign, which is shot by Glen Luchford – the acclaimed photographer behind Gucci’s new ads – features the self-described “weird artist” posing in a desert with candy pink hair next to a car of the same hue.
“I am so happy to announce Grimes (@actuallyGrimes) as one of the faces of my new fragrance, POP,” said Stella McCartney via Instagram, explaining why she cast the artist. “Grimes is a wonderful musician, director and writer. She’s the real deal, which I think is really rare to come across. She refuses to compromise on anything ethically or artistically, which sets her apart from many of her contemporaries.”
“excited 2 announce that I am collaborating w my fave vegan, the inimitable @stellamccartney on her new sustainable, environmentally friendly perfume campaign alongside some rad game changers, whose identities have yet 2 be revealed ? — it’s called pop!” said Grimes, also via Instagram, where she posted an image from the campaign.
INTRODUCING STELLA McCARTNEY’S NEW FRAGRANCE, POP
“POP is a spirit. It’s about capturing and celebrating that very special and exciting time when you are finding yourself and coming into your own. It’s about freedom, and starting your life away from judgments or labels” – Stella McCartney
Celebrating friendship and independence, POP captures the free spirit of the women who wear it.
A unique scent, it combines the vibrant floralcy of tuberose with sandalwood and the unexpected combination results in an undeniably feminine scent that makes a statement without being overwhelming.
POP by Stella McCartney will be available in selected Stella stores and at StellaMcCartney.com on March 24th and in select retailers worldwide by July.
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