If you haven't watched Grimes' Genesis music video in a minute, do it now. In the self-directed opus, the iconoclastic producer-slash-singer-songwriter embarks on something of a nature quest with the cyborg-like Brooke Candy. The Mad Max-style posse cruise into the desert wielding actual maces, commune with the ocean while swinging enormous swords, and voyage into the woods toting Britney Spears' python twin. It seems Stella McCartney was feeling the vibe, and tapped the enigmatic musician for her newest fragrance campaign.
"Stella McCartney sought to celebrate individuality and authenticity with the campaign by collaborating with women who are strong-willed, free-spirited and independent," the campaign's release reads. "As the absolute epitome of this ethos, creative visionary Grimes leads the way for the new generation of Stella McCartney icons." Spot on.
Photographed by Glen Luchford, the first image of Grimes' Pop campaign finds her kneeling in a desert landscape, her pastel pink hair matching a convertible in the background. The release promises a forthcoming accompanying video courtesy of Grammy-winning director Melina Matsoukas.
This technicolour, vaguely dystopian desert is familiar territory to Grimes, but the encompassing strength of her creative vision isn't the only reason McCartney sought her out for this new effort. "True to the ethics of both Grimes and the Stella McCartney brand, innovative technology was used to minimise the environmental impact of both the packaging and scent itself, with all boxes originated from sustainably managed forests," the release concludes.
We're always stoked to see what the ever-multifaceted artist is up to -- whether engineering her knockout fourth album Art Angels, illustrating all of its artwork, directing her increasingly complex music videos, or launching her own record label. Here's hoping more fashion crossover is on the horizon.
Text Emily Manning
Campaign image courtesy Stella McCartney