Grimes aka Claire Boucher is known for her strange take on sugary pop music, so it's no surprise that she'll be the first weirdo to give Stella McCartney's new "Pop" perfume a little extra oomph. Oomph specifically referring to cool factor, as it's supposedly a quote-unquote fragrance for millennials. However, the branding of the campaign comes from a place of good, as it revolves around giving young women, who are "popping, and ready for the next phase" both "a voice and a fragrance". Tight.

Check out the imagery below.


[h/t Stereogum]

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