Watch Stella McCartney's pop film with Grimes, Lourdes Leon & more

Pink and Punchy: Watch Grimes, Lourdes Leon, Amandla Stenberg and Kenya Kinski-Jones glow in new perfume ad

As a rosy introduction to the brand’s newest fragrance, POP, Stella McCartney has released a campaign film featuring Grimes, Lourdes Leon, Amanda Stenberg and Kenya Kinski-Jones. The handpicked power-girls, although glowing with equal grace, vary greatly in both profession and personal style—and that is precisely the concept behind the scent.

As McCartney explains, “POP is a spirit.  It’s about capturing and celebrating that very special and exciting time when you are finding yourself and coming into your own.  It’s about freedom, and starting your life away from judgements or labels.” To capture such fluidity, each girl showcases her own signature beauty style: from Grimes’ pastel cut to Kinski-Jones’ dewy golden glow, the campaign encompasses both flamboyant and sultry accents, with a focus on youthful individuality.

The film also disowns the dark, sensual and often suffocating stereotype of perfume ads. The refreshing alternative is a clip following the bubblegum-popping girls on a rose-tinted road trip, dipping from motel to pool. The girls are, of course, dressed in a selection of silky dresses selected by Stella, and flutter around set in weightless styling and glittering attitudes.  The campaign is a breath of fresh air, encouraging fresh aesthetics whilst cooling us off from summer's sticky heat, all bounded together with gorgeous cinematic production. Watch the clip in full above.

Originally published in V Magazine