Stella McCartney sought to celebrate individuality and authenticity with the campaign by collaborating with women who are strong-willed, free-spirited and independent. As the absolute epitome of this ethos, creative visionary Grimes leads the way for the new generation of Stella McCartney icons.
True to the ethics of both Grimes and the Stella McCartney brand, innovative technology was used to minimize the environmental impact of both the packaging and scent itself, with all boxes originated from sustainable managed forests.
The images of Grimes are captured by legendary photographer Glen Luchford and are accompanied with a campaign video by Grammy-Award-winning director Melina Matsoukas.
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