INTRODUCING STELLA MCCARTNEY’S NEW FRAGRANCE, POP
Jul 28, 2016
LOLA – The way Lola moves and performs. I’m transfixed. All her studies that she’s doing right now and everything she’s done her whole life is sort of shining in front of me and it is amazing.
GRIMES – Grimes has this punk rock side to her which is so refreshing to see and in such a genuine way. You really don’t often come across people that give you that feeling where you know she is doing this because she is who she is.
KENYA – Kenya really is the group’s nature child and an all-round inspirational girl! Watch how she falls from the sky!
AMANDALA – Amandla who I’m in awe of emerges as this whole other creature. She owns it and is totally alive – that’s what is so contagious. They’re all so different and they’re all coming together in such a beautiful way.
Introducing POP, a celebration of individuality, authenticity and adventure, Summer 2016 sees the launch of a new Stella McCartney fragrance. To launch her latest fragrance, POP, constantly progressive designer and eco-advocate Stella McCartney just dropped an awesome new video campaign directed by Grammy-award winner Melina Matsoukas, (a.k.a the woman behind most of Beyoncé’s biggest videos), and staring a few of our favorite creative cool kids: ATM (namely, Amandla Stenberg, Lola Leon, Grimes, and Kenya Kinski Jones.
POP by Stella McCartney is the scent for the new generation of Stella Girls; independent but strengthened by their togetherness. It is an adventure, a spirit. It is about capturing the moment when you find yourself and come into your own.
Both campaign and video were shot in the California desert and follow the four POP muses on a road trip as they embrace their freedom, throw caution to the wind and set off on an adventure. This journey isn’t just literal – these girls are on the verge of big things, about to take on the world and become the women they want to be; these girls are about to POP. They are each in the driving seats of their own lives. Strong-willed, free-spirited, and independent-minded, they’re strengthened by their togetherness.
Stella McCartney comments “POP is a spirit. It is about capturing and celebrating that very special and exciting time when you are finding yourself and coming into your own. It is about freedom, and starting your life away from judgements or labels. Together as one, these strong young women are a force to be reckoned with.”
Legendary photographer Glen Luchford, renowned for his dramatic photography captured the attitude of four talents coming together.
Watch Grimes, Lola Leon, Amandla Sternberg and Kenya Kinski-Jones embark on a journey of discovery and embrace freedom in the California desert in a film shot by Melina Matsoukas. The POP film celebrates a grounded approach to beauty through a trail-blazing attitude, rooted in authenticity and individuality.
Credits
- Images courtesy of: Stella McCartney