Stella McCartney's Pop campaign Lourdes Leon


POP STARS: Lourdes Leon, a performing arts student at the University of Michigan and the daughter of Madonna, appears as one of four models in the campaign for Stella McCartney’s new fragrance, Pop, WWD has learned.

An announcement is expected today.

Leon appears alongside Amandla Stenberg, the actress, comic book writer and activist; singer Claire Boucher, known as Grimes, and Kenya Kinski-Jones, the model, student, animal activist, and daughter of Quincy Jones and Nastassja Kinski.

McCartney chose all the models — two of whom she’s known since they were small children — for their strength of character, influence and personality, she said during an interview.

“I’ve known Lola since the day she was born, and it’s been an amazing experience to see her grow and become an inspiring young woman. This is her first [campaign], her first everything, she’s popped. Lola has popped,” McCartney told WWD.

“They’re all great young girls, and the exciting thing is if you don’t know who they are, you want to know who they are. You will want to follow their careers and see them grow and hear what they have to say. That was really important for me, to have a group of young women who can come together as one, but at the same time they can stand alone. It’s a real, very personal casting. We wanted to try and set a precedent for a new way to look at beauty, and a new way to just talk about how young women are allowed to be,” the designer added.

As reported, Glen Luchford has shot the campaign while the accompanying video was directed by Melina Matsoukas. The images are based around a road trip in the American desert, with the girls — whose images have been minimally airbrushed — dancing and playing around.

Pop will launch later this month in the U.S. at Sephora, Stella McCartney stores and online. The floral and woody fragrance created under license with P&G Prestige Beauty will roll out worldwide to 1,500 to 2,000 doors by July.

RELATED STORY: Stella McCartney Taps Kenya Kinski-Jones for Latest Fragrance Campaign > >

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