Pop by Stella McCartney
Credit: Courtesy of brand

Stella McCartney has launched a new fragrance called POP and it's all about millennials and their individuality.

“POP is the scent of a new generation, who are coming into their own, true to themselves and are about to POP,” said the brand in a press statement.

Staying true to the philosophy of being unique, the bottle and cap are an unusual arrangement of minimalist shapes with an explosive metallic pink.

With the launch, a video and campaign were released to celebrate the free spirit attitude. The video stars four creative artists including Grimes (a.k.a Claire Boucher), Amanda Stenberg, Kenya Kinski Jones, and Lourdes Leon.

The video has all four women on a fun and very pink California desert road trip embracing their freedom and capturing what the brand calls the ‘POP generation.'

“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 judgments or labels. Together as one, these strong young women are a force to be reckoned with,” said Stella McCartney.

POP by Stella McCartney will be available exclusively at

Check out the campaign below: