“I am so happy to announce Grimes as one of the faces of my new fragrance, POP,” the designer revealed on Instagram. “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.”
Now, four weeks later, the first POP advert has surfaced online. Featuring the “Kill v Maim” singer in a collage of pink-tinged, lo-fi clips, the 30-second video sees Grimes – real name Claire Boucher – discuss the environment, friendship and sociopaths. “Sustainability in fashion is something that I really care about,” she says in a voiceover. “It’s not something that exists for the sake of aesthetics, but something that exists because someone cares about it.”
Watch the full clip above, or see more of the campaign – which also features Amandla Stenberg, Lourdes Leon and Kenya Kinski-Jones – on the Stella McCartney website here.