Stella McCartney’s new advertising campaign for the brand’s latest POP fragrance, features four starry muses: musician Grimes (aka Claire Boucher), actress and campaigner Amandla Stenberg, animal activist Kenya Kinski Jones (daughter of music producer Quincy Jones and actress Nastassja Kinski), and performing artist Lola Leon (Madonna’s daughter). Individually dynamic, but stronger together, these girls represent today’s new generation of powerful women, and a liberated approach to beauty, according to the brand.
As does Pop Bluebell, the new splash. With Bluebell, the generation of pioneering young women McCartney celebrated in the original POP – released last year with tuberose and sandalwood composition – take their journey deeper and darker in a more reflective mood. They are wiser and hence drawn to this potion with a deeper purpose: embracing sustainability, individuality, and a new kind of beauty. The bluebell is a “bright, delicate and dewy flower, and brings updated balance, depth and personality to POP,” says McCartney.
Legendary photographer Glen Luchford shot the millennial and Gen-Z creative muses in the Californian desert. Says McCartney: “As human beings, we’re always changing, and POP is evolving with its wearers. I really love these girls – their spirit, their independence – and wanted to follow them on the next stage of their adventures. In POP Bluebell they’ve lived life and learnt, and become only more beautiful in the process.”
As with all McCartney products, sustainability and respect for raw materials are foregrounded. This scent is created using bio-mimicry, the brand says, in which the flower’s distinctive scent is captured without any damage to the plant, or its existence in its natural state.