Stella McCartney's first video campaign for her new 'Pop' fragrance features some of the coolest young women of the moment; Grimes, Lourdes Leon, Amandla Stenberg and Kenya Kinski-Jones.
The newly-released 60-second clip, shot by director Melina Matsoukas must be one of the coolest, freshest perfume campaigns in recent years (in my opinion, anyway).
So why is it so cool?
Well, noticeably absent from the campaign is the stereotypical iconography of perfume advertisement, i.e. dark, tall strangers in a brooding romantic plot line with smouldering gazes between man and woman. McCartney's campaign is much more a celebration of individuality, with no two of the young women starring in the campaign sharing the same profession or even the same hair colour.
The narrative behind the campaign is a road-trip-meets-motel sleepover somewhere in the California desert. Dressed in pale pink slip dresses and lace tops, the cast have come together to swim, cruise and support each other as young women.
The creative, individually-styled foursome starring in the campaign wonderfully reflect the attitude McCartney hoped for her new, tube rose and sandalwood scented fragrance to reflect, evoking the experience of finding your own voice, and the youth-quaking spirit of the new generation.
I'm obsessed- Check it out!
All photos courtesy of Stella McCartney. I do not own these photos.
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