Everything that a major fragrance usually isn’t

That's because POP is all about everything that a major fragrance usually isn't. There's no come-hither ad campaign, no wear-this-to-make-a-lover-swoon messaging. (The print ad, a simple close-up of the four faces, "was about letting the girls be themselves and not airbrushing them. Letting them have eyebrows and roots and the whole shebang," McCartney says.)

— Read more at Stella McCartney's New Scent Breaks All the Major Fragrance Rules at Elle.

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#PopNow Grimes

Singer-songwriter Grimes talks about sustainability and friendship (and uses mild profanity — I think that's a first for a mainstream fragrance?) in support of the new Stella McCartney Pop fragrance.