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Lourdes Leon to front Stella McCartney fragrance campaign

FashionBy Sunday World
Lourdes Leon to front Stella McCartney fragrance campaign

Madonna's daughter Lourdes Leon is the face of Stella McCartney's new fragrance POP.

The arts student is one of four young women who are representing the brand in a new campaign which is aimed at capturing the "free spirited attitude of the young women who wear it".

Musician Grimes (real name Claire Boucher), actress and campaigner Amandla Stenberg and animal activist Kenya Kinski Jones will also feature in the campaign.

The video and stills were shot in the California desert and follow the four POP muses on a road trip as they embrace their freedom, throw caution to the wind and set off on an adventure.

Stella said: "POP is a spirit. It is about capturing and celebrating that very special and exciting time when you are finding yourself and coming into your own. It is about freedom, and starting your life away from judgements or labels. Together as one, these strong young women are a force to be reckoned with."

The pictures have been taken by photographer Glen Luchford while Melina Matsoukas has directed the video and said: "Stella spoke a lot about doing something opposite of what fragrance ads have been in the past. That interested me because I love breaking the status quo."

Innovative technology was used to minimise the environmental impact of both the packaging and scent itself, with all boxes originated from sustainably managed forests.