Watch Grimes in Stella McCartney’s new perfume ad

The singer talks sustainability and sociopaths in the 30-second clip

Last month, it was announced that Grimes had been selected as the new face of Stella McCartney’s sustainable perfume, POP. The avant-pop sensation, who has been vocal about her environmentalism in the past, appeared in the Glen Luchford-shot campaign, with McCartney dubbing her “the real deal” in an accompanying statement.

“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.