Stella McCartney has created a new addition to her fragrance repertoire. POP by Stella McCartney will be the designer’s first new scent after a four-year break, and the message behind it seems rather inspired. She decided to first open up about the release on Instagram, where she began by expressing her excitement behind its announcement before delving into the details.
“POP is a spirit. It’s about celebrating that exciting time when you are coming into your own. It’s about freedom, and starting your life away from judgments or labels,” she said in her first Instagram post. “POP by Stella McCartney will be available at select Stella stores and StellaMcCartney.com on March 24th, and in select retailers worldwide by July.”
“#POPNOW” is the hashtag McCartney chose to employ for the perfume’s campaign, and it goes right along with the customer of today who wants everything right now. This is fitting, as the target consumer for this new fragrance is millennials. She has had much success thus far with her scents, from her 2003 Stella to her 2012 L.I.L.Y., so POP will likely be another homerun.
This time around, McCartney chose a floral-woody scent comprised of tuberose and sandalwood, and it will be produced by P&G Prestige. The bottle is streamlined and simple in a lightly hued pink, with a hot pink circle bearing the designer’s name to comprise the cap. The initial presentation of the fragrance’s bottle was featured with McCartney’s initial Instagram post. A series of hands was lifting up an extra-large bottle of the perfume, lifting it onto a metaphorical pedestal, where it will likely stay through it’s first round of sales.
Now, a great new fragrance can’t go on without a face for the product. And right after the initial social media posting went live that was on everyone’s mind. Luckily, the wait didn’t last too long. Soon after, she posted a picture of a pair of slides with the letters “GRI” “MES” across them. For fans of Canadian singer Claire Elise Boucher, the connection was simple, as the artist more commonly goes by the name “Grimes.” Then, again shortly after, the wait was over and McCartney put all her cards on the table.
“I am so happy to announce Grimes as one of the faces of my new fragrance, POP. Grimes is a wonderful musician, director and writer. She’s the real deal, which I think is really rare to come across. She refuses to compromise on anything ethically or artistically, which sets her apart from many of her contemporaries. Stay tuned for more from POP.”
Stay tuned indeed. Both women here are of the same ethical background, so a collaboration between the two of them was only just a matter of time. But a partnership of this nature will only bode great things for both women, and there’s no denying that POP will be a hit and fly off the shelves once it becomes available at the end of March, and later on in stores in June.
Photos courtesy of @stellamccartney