The fashion designer Stella McCartney (the daughter of Paul and Linda McCartney) launches her second fragrance. The first one, Stella from 2003, had a lot of limited editions and flankers, so for 2012 an entirely new concept was finally developed - a fragrance named L.I.L.Y.. L.I.L.Y. is inspired by Stella's memories of childhood and the estate in the countryside where she grew up.
Stella explains to wwd magazine the name of the fragrance: “It comes from my dad’s nickname for my mum: “Linda I love you”. The name is also from the lily of the valley ingredient — I love it as a flower, and so did my mum — it’s delicate, feminine, innocent. It was part of my bridal bouquet. But I also wanted to explore its darker, more masculine side. It’s a woodland flower and I wanted to capture the roots and the earthy side of it.”
The composition is developed by Jacques Cavallier of unusual notes of truffle on top, made from natural extracts, lily of the valley in the heart and of oak moss at the base, which represents the sexy and sinister contrast to the flower in the heart. All the notes were chosen by Stella herself, who wanted a clean and uncomplicated fragrance.
The bottle design is done in Art Deco style and it is a mixture of light and darkness, feminine and masculine. Crystal part of the bottle reminds of the old English vases, while the metal frame represents a modern and masculine edge.
The campaign, shot by David Sims, features the Polish model Malgosia Bela, who is 34 years old. Stella wanted the advertisement to show someone who is not too young and who does not wear much makeup.
L.I.L.Y. is available as a 10 ml roll-on, 30, 50 and 75 ml Eau de Parfum with an accompanying collection for body care.