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Stella McCartney debuts fragrance through 360-degree geo-targeted campaign

January 30, 2012

 

By Rachel Lamb

British label Stella McCartney is introducing L.IL.Y, its first fragrance in almost a decade through a mobile application, Web effort and partnership with London-based department store Selfridges including augmented reality, video and user interaction.

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  1. Kering loops France’s Ardian into Fifth Avenue investment
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  3. Ruinart reveals annual Carte Blanche creative collaboration
  4. ‘The defining theme of 2026 is connection – between people, systems and senses’: The Future Laboratory
  5. What’s at the end of the catwalk? Overtime pay, lunch breaks and other worker protections
  6. Moncler returns to the slopes for Grenoble campaign
  7. Capri Holdings closes Versace divestiture
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  9. Dolce & Gabbana debuts Devotion fragrance film
  10. Sephora introduces new concept for SEPHORiA 2026
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