Lourdes Leon and Grimes Among Stars of Stella McCartney Pop Fragrance Campaign

Stella McCartney has launched a new fragrance called Pop. The campaign for the new fragrance features Madonna's daughter Lourdes "Lola" Leon. It also stars actress Amandla Stenberg, singer Grimes and model Kenya Kinski.

The campaign was photographed by Glen Luchford in the California desert. It follows the four young stars on a road trip. They are a fitting choice for the new fragrance, which is targeted at young women and is described as "the scent of a new generation, who are coming into their own, true to themselves and are about to POP."

Stella says in a statement, "POP is a spirit. It is about capturing and celebrating that very special and exciting time when you are finding yourself and coming into your own. It is about freedom, and starting your life away from judgements or labels. Together as one, these strong young women are a force to be reckoned with."

The floral woody fragrance features notes of tuberose and sandalwood. Other notes include tomatoe leaves, violet leaves, green mandarin, cedarwood and plumeria. Stella McCartney says bio-mimicry technology was used in the fragrance creation in an effort to find sustainable alternatives to traditional processes. The company says, "In comparison to the oil created from processed flowers, the bio-mimicry oil obtained from focusing on the blooming stage of the flower offers a more luminous scent quality, giving POP an unmistakable vibrancy and brightness."

The clear fragrance bottle is an inverted version of the faceted Stella bottle. The metallic pink cap was inspired by the signature Stella McCartney medallion. The fragrance is now in stores including Sephora.

Here is a teaser of the new campaign video shot by Grammy Award-winning director Melina Matsoukas:

Photos: Stella McCartney