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Fashion / Beauty

Youthquake

British Fashion Designer’s Third Fragrance Launch is Perfect for Millennials

BY India Pougher // 03.17.16

A pillar for an environmentally friendly fashion industry, Stella McCartney is always on the cutting edge, whether designing sustainable eveningwear or collaborating with brands like Adidas and H&M.

Her latest project is no different: The British fashion star is launching POP, her third fragrance and first in four years. Available exclusively at Sephora and in Stella McCartney boutiques beginning on Thursday, April 7, the scent is designed for a new generation of young leaders and tastemakers who are making waves and pushing boundaries.

McCartney’s message rings true with her recently announced choice in celebrity campaign models — Madonna’s daughter Lourdes, activist and Hunger Games star Amandla Stenberg, Canadian musician Grimes, and animal rights advocate and model Kenya Kinski-Jones.

Featuring a bold floral and woody combination of tuberose and sandalwood, POP was also created using biomimicry technology rather than traditional production method: For every 2,500 bottles produced, one endangered sandalwood tree is saved. In a touch reminiscent of McCartney’s previous fragrance collections, the geometric bottle features an unapologetic hot-pink medallion stamped with her name, and the packaging is waste-free and environmentally sourced.

Home, chic home.

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