POP is the new sustainable and respectful with the environment parfume the designer Stella McCartney has launched to the market.
After four years, Stella McCartney presents her new fragance with the image of four brilliant and with strong character and independent and freee spirit young ladies.
In front of the camera of the photographer Glen Luchford; the Indie Pop singer, composer and musical video director Grimes, anti-globalization advocate with the slogan DIY (Do It Yourself), Amandla Stenberg, The hunger games actress and women’s rigths activist. Lourdes Leon, daughter of the singer, promoting self-acceptance and positive mutual support. Kenya Kinski-Jones model and animal rights activist and Quincy Jones and Nastassja Kinski daughter.
Following the philosophy of the designer, the fragrance is created through a sustainable process that reduces the amount of flowers used in the perfume, and promotes the protection of sandalwood that is endangered.
The bottles of fragrance created by McCartney have been designed by the singer Grimes, it will be packaged in boxes from a sustainably managed forest.
The price is 74€ for the 50 ml bottle and 98€ for the 100ml one. The points of sale are throuth its webpage and some boutiques, including Sephora.
The british designer defines her last fragance as: “POP has soul. Tries to capture and celebrate that special moment in which you find yourself, is about freedom and living life away from judgments and labels “.