POP by Stella McCartney. Image of the day #21
A new concept for a new upcoming target group: 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. The story continues in the campaign film shot by Melina Matsoukas. Indie pop musician Grimes, Lola Leon (the daughter of Madonna), black rights activist and Hunger Games actress Amandla Stenberg and animal rights focused model Kenya Kinski-Jones trail blaze on a journey of discovery in the California dessert. POP by Stella McCartney is for a new group of girl power with a ‘let’s do this’ attitude, rooted in authenticity, friendship and individuality. Promoting self-acceptance and positive mutual support, the campaign offers a refreshing alternative to the occasionally divisive atmosphere of body shaming and the unfiltered opinion-sharing that currently exists on social media. According to McCartney, each one arrived on set with her own distinctive beauty signature, from Grimes’s Rainbow Brite dye job and Stenberg’s cloud of curls to Leon’s extended-tip French manicure …