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Grimes is the face of Stella McCartney’s new fragrance ‘POP’

The designer taps the self-described ‘weird artist’ for the campaign, which is shot by Glen Luchford

Claire Elise Boucher, better known as avant-pop sensation Grimes, has been announced as the face of Stella McCartney’s new, sustainable fragrance ‘POP’. The campaign, which is shot by Glen Luchford – the acclaimed photographer behind Gucci’s new ads – features the self-described “weird artist” and two-time Dazed cover star posing in a desert with candy pink hair next to a car of the same hue.

“I am so happy to announce Grimes (@actuallyGrimes) as one of the faces of my new fragrance, POP,” said Stella McCartney via Instagram, explaining why she cast the artist. “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.”

“excited 2 announce that I am collaborating w my fave vegan, the inimitable @stellamccartney on her new sustainable, environmentally friendly perfume campaign alongside some rad game changers, whose identities have yet 2 be revealed 😯 --- it's called pop!” said Grimes, also via Instagram, where she posted an image from the campaign.

As Grimes alludes to in her “fave vegan” comment, McCartney is very vocal on environmental issues – and this fragrance, which will be packaged in boxes sourced from a sustainably managed forest, reflects that.

But of course, this campaign isn’t Grimes’ only modelling work of late – she recently starred in Alexander Wang’s ‘Do Something’ campaign, as well as on the cover of the S/S16 issue of AnOther, out now.