Pixie-Pop Star Grimes Talks Sustainability for Stella McCartney

Photo via Instagram

Designer Stella McCartney and Grimes recently announced they’d be collaborating on an environmentally friendly fragrance, “POP.” When explaining her decision to recruit the Art Angels crooner, McCartney praised the “renaissance woman’s” authenticity, saying “she refuses to compromise on anything ethically or artistically, which sets her apart from many of her contemporaries.”

The “POP” campaign, photographed by Glen Luchford, also features Amandla Stenberg, Lourdes Leon and Kenya Kinski-Jones, who’re all shown donning pastel hues that complement the vibrant perfume bottle and Grimes’ faded pink hair.

“Innovative technology was used to minimize the environmental impact of the packaging,” Stella McCartney’s site says about the fragrance. “The Forest Stewardship Council (FSC) certifies all of the collection’s boxes, a guarantee that they have originated from sustainably managed forests.”

In line with this laudable design feature, Grimes discusses the importance of sustainability, not when it’s of aesthetic value, but when “someone cares about it.” Watch, below:

 

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