Stella McCartney, the British fashion label, which is known for its tie-up with adidas, is launching L.IL.Y, its first fragrance in almost a decade. To spread the word about the new product, the brand is rolling out a multi-channel promotion in the UK, which includes web-elements, mobile application video as well as partnership with London-based department store Selfridges.

Photo: Stella McCartney’s L.I.L.Y fragrance

The campaign, developed by Gin Lane Media, New York, includes the presentation of the new fragrance via the Aurasma AR app, which allows shoppers or users of one of three Selfridges-provided iPads to unlock the product-related content in-store. “There are also two televisions in the windows that change content and video based on passer-by motion,” says LuxuryDaily. In addition to that, the brand invites British consumers, who are not located in London, to visit Stella McCartney Facebook fan page and submit their collages, which are created using visuals from the campaign.

“The concept for the campaign was to immerse London and the U.K. in the world of Stella McCartney’s new fragrance, L.I.L.Y, with the starting point being the three-week global exclusive at Selfridges. We wanted to combine the creativity and reach of digital, with the tactile experience of in-person events,” commented Emmet Shine, founder and president of Gin Lane Media to LuxuryDaily.

The new fragrance comes a tribute to designer Stella McCartney’s mother Linda McCartney, and the name of the new product comes from the nickname given to her by Paul McCartney (Stella’s father)—“Linda I Love You”. The fragrance has a lot of floral notes, but still it is “more masculine and earthy, but still seductive and sensual” as the brand’s official website describes it. The L.IL.Y eau de parfum is sold in an exquisite light grey-pink bottle, which is inspired by the looks of vintage English cut-crystal vases.

From January 26 through February 14, at Selfridges one can visit ‘The World of Stella‘ to learn more about the brand’s new offers and win goodies. On February 8, Stella McCartney will appear in the store in person to sign bottles of L.I.L.Y for shoppers.