Stella McCartney’s POP video campaign is all about pink

To celebrate the debut of her first fragrance, POP, Stella McCartney decided to go big. She chose four female icons of the new generation – the pop star Grimes, Madonna’s daughter Lourdes Leon, the emerging actress Amandla Stenberg and Nastassia Kinski’s daughter Kenya Kinski-Jones – and gathered them in the Californian desert, giving birth to a campaign which is a tribute to all things pink. 

The short video which accompanies the images, directed by Melina Matsoukas, was released today and we can’t stop watching it: the girls wake up in a villa with shocking pink walls and leave for the desert aboard a powder coloured convertible that later turns into a swimming pool. 

The final destination is the desert, where, inebriated by the notes of the fragrance, the girls let themselves go in a tribal dance, illuminated by POP neons. Shocking pink, of course.