|GRIMES Fronts Stella McCartney's Fragrance Campaign|
The producer/singer-songwriter GRIMES (album: Art Angels) fronts the campaign for the new Stella McCartney fragrance, POP. True to the ethics of both GRIMES and the Stella McCartney brand, innovative technology was used to minimize the environmental impact of both the packaging and scent itself, with all boxes originated from sustainably managed forests.
The images of GRIMES are captured by legendary photographer Glen Luchford. There is also a campaign video by Grammy-Award-winning director Melina Matsoukas.