The designer taps Claire Boucher for her new fragrance campaign.

Instagram has long now been the noticeboard of the social media world, the chosen platform to break fashion news and the best device by which to introduce one’s new gang (right, Marc Jacobs?).

Hence then Stella McCartney opted to announce the details of her new fragrance – and the accompanying campaign – on the microsite: “I am happy to announce Grimes (@actuallyGrimes) as one of the faces of my new fragrance, POP,” wrote the designer. “Grimes is a wonderful musician, director and writer. She’s the real deal.”

Naturally fans were excited – “Stella McCartney and Grimes. I can die happy now,” responded one user to the collaboration – while elsewhere Grimes’ Facebook team took a different approach, making note of the hook up with a reference to the pair’s collective environmental responsibility: “Using innovative technology to minimize the environmental impact of both the packaging and scent itself, all boxes originate from sustainably managed forests.”

13 years after the release of McCartney’s debut scent – STELLA – the new campaign, which also features animal rights activist Kenya Kinski-Jones and promises more names incoming, has been shot by acclaimed photographer and Gucci's current fave, Glen Luchford, and marks a shift in the label’s approach, with the Art Angels star the first non-model to appear in a Stella McCartney campaign. 

Smell it from 24th March.


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