Perfume commercials are the most random, sexually charged, and visually confusing forms of art that we consume. Often times these advertisements depict gorgeous, predominantly white, supermodels portraying manic pixie dream girls in the pursuit of men. Stella McCartney, however, shatters this tired and clichéd trope with “POP”. She has created a remarkable film directed by Grammy-award winner Melina Matsoukas to celebrate not only the perfume but female empowerment as well.
The minute-long film features Grimes, Lourdes Leon, Amandla Stenberg and Kenya Kinski-Jones. These four young women are all uniquely different in look and aesthetic yet complement and support one another perfectly. This perhaps is a greater metaphor for the meaning behind the film at large. These women are not chasing or being chased by men, in fact the objectification of women and proliferation of the male gaze is nowhere to be seen. These women are liberated from those restraints and are depicted as strong and free individuals that are reveling in their power and not collapsing underneath weakness.
The film takes place in the California desert with the girls driving down a highway in a convertible with the top-down, amazingly this car also includes a pool where the girls are seen relaxing. This imagery is reminiscent of the film “Thelma and Louise” which shares similar feministic vibes; Thelma and Louis are of course female icons of independence and the unbreakable bond of female friendship.
Grimes and
Amandla are particularly influential to young girls and young adults
everywhere. Grimes is not only a successful singer-songwriter but also an
accomplished music video director as well as a record producer. Most musicians
rely on others to manage and produce their work but at just 28 years old Grimes
has assumed complete creative control and is not dependent on extraneous producers to do the job for her. She has mastered bringing her interesting
style and visionary tactics to fans all over the world. Likewise, Amandla
Stenberg is not only an actress but is also a active supporter of the Black
Lives Matter movement and has beautifully and gracefully commented on cultural
appropriation and police brutality. Her strong messages are absorbed by her
massive Twitter following of over 250,000 followers and her impressive Instagram following of 800,000 followers. These women are outspoken and making their voices heard as well as inspiring others to do the same.
The perfume itself was created using bio-mimicry technology that does
not extract from aromatic oils, thereby incorporating McCartney's
eco-driven ethos. For every 2,500 bottles of “POP” produced, one
sandalwood tree will be saved.
McCartney of course says it best, she describes her leading ladies as being "in the driving seats of their own lives," all "strong-willed, free-spirited, independent-minded, and strengthened by their togetherness." She also adds, "Together as one, these strong young women are a force to be reckoned with.
Watch the film here:
