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As Pitchfork notes, Grimes and Stella McCartney revealed plans to work on a new perfume campaign early last month. Now, the inaugural ad for the pair’s campaign has emerged. The “enviromentally friendly,” sustainability-focused perfume is being called POP, and it’s being introduced via a new ad featuring Grimes as its star. Entitled #POPNOW, you can receive a rundown on the endeavor via Grimes’ new ad and talk above.