British fashion designer Stella McCartney, who roped in Madonna’s daughter Lourdes Leon, actress and campaigner Amandla Stenberg, animal activist Kenya Kinski Jones and musician Grimes to front the campaign of her fragrance named Pop, says she wanted to represent strong young women.The designer believes the celebrities represent her target audience.
“I really wanted to represent young women in beauty in a more modern, contemporary way – to give them something they can identify with and have ownership of.
“It’s a time of great change for these customers… when you’re a girl becoming a woman, working out what you want to do for the first time,” Vogue magazine quoted McCartney as saying.
“I can’t relate to those beauty stories that just aren’t real. When girls are so airbrushed, or fuzzy, or in that whole dream-like state. For me the girls are living life in the campaign, they’re who you want to be. I didn’t want conventional models, I wanted women who represented what we were talking about,” she added.