22nd July 2016

Designer Stella McCartney just unleashed her new fragrance for young women! I love the fact she picked four girls that totally embody more then just looks! Talking to Vogue Stella explained her vision.

“I really wanted to represent young women in beauty in a more modern, contemporary way – to give them something they can identify with and have ownership of.

“It’s a time of great change for these customers – when you’re a girl becoming a woman, working out what you want to do for the first time.

“I can’t relate to those beauty stories that just aren’t real. When girls are so airbrushed, or fuzzy, or in that whole dream-like state. For me the girls in the Pop campaign are living life, they’re who you want to be.

“When it came to casting I didn’t want conventional models, I wanted women who represented what we were talking about – I mean, it’s their fragrance.

“And shooting the campaign was amazing. I have done so many shoots in my time and so many are a struggle, but this happened really naturally and it was a wonderful thing to see unfold. It gave me a lot of confidence that what we’d been creating in the studio – the fragrance, the bottle, the packaging – was all connected.”

Lourdes Leon, Amandla Stenberg, Kenya Kinski Jones and Grimes are 4 young women that express themselves in a very strong independent manner, they rock!! I’m intrigued to have a sniff of the new fragrance ‘Pop’ .. let me know if you do before me …

Max x