Stella McCartney on Why Grimes Is a Perfect Fit for Vegan Fragrance [VIDEO]
Great things can happen when worlds collide. Especially when it is based on a mutual love of vegan and cruelty-free living. Stella McCartney excited her fans after announcing the upcoming launch of her vegan fragrance POP, which has been available internationally since July. She stated:
“POP is a spirit. It’s about capturing and celebrating that very special and exciting time when you are finding yourself and coming into your own. It’s about freedom, and starting your life away from judgments or labels.
With the full campaign now officially released, McCartney has also elaborated on why Canadian singer Grimes was a perfect spokesperson for the product. She stated on Instagram that Grimes was “the real deal” and that she “refuses to compromise on anything ethically or artistically.”
In an interview with Elle UK, McCartney goes in depth about a meeting the pair had in New York where they realized how much they had in common. She stated:
“We care about sustainability, environmental responsibility and protecting the creatures around us through vegetarianism. She’s totally uncompromising and reminds me a lot of my mother in that sense.”
The admiration is definitely a two-way street since Grimes also let her fans know about the collaboration via Instagram and called McCartney her “fave vegan.” She also told Elle UK what attracted her to the campaign in the first place:
“I want to work with Stella because she really cares about creating ethical products, and goes above and beyond to do so. The thing I most deplore in others is cruelty and violence so that’s my number-one priority when considering being involved in a campaign.”
POP is set to also expand to include vegan apparel, and you can watch the new promotional video for the fragrance featuring Grimes, Lola Leon, Amandla Stenberg and Kenya Kinski-Jones below:
Photo Credit: www.teenvogue.com
