How to Model for a Fragrance Brand

Model Stella Maxwell’s guide to modelling in a Moschino scent campaign

Stella Maxwell has reached the pinnacle in the modelling world: She’s landed a global ad campaign for a luxury fragrance brand. Maxwell is the face of Italian fashion label Moschino’s Toy 2 Bubble Gum ad campaign, a cheeky twist on the astronaut theme with the model blowing a big pink bubble gum bubble while geared up ready to blast into space. Here’s the story of what goes into creating a perfume campaign and the work models do in front of and behind the camera.

To start, Stella Maxwell is a 33-year-old Belgium-born Northern Irish model who remarkably holds Irish, British and New Zealand citizenship. You may remember her from her Victoria’s Secret Angel ad campaigns and runway shows where she wowed viewers with her stunning beauty and warm smile. Her complete name is Stella Maynes Maxwell, and her father once held one of the most prestigious positions in Belfast: head of the European Commission. She studied at University of Otago and Queen Margaret College where she was discovered working at a newsstand by a modelling scout.

Stella’s fashion career skyrocketed as she worked for Roberto Cavalli, Karl Lagerfeld, Alexander McQueen and H&M. This led to being featured on the covers of Vogue magazine in Germany, Turkey, Spain and Japan. What impressed fashion executives is her work ethic and professionalism.

She says appearing in a fragrance campaign was a dream come true. “I remember visiting my grandma’s house in Belfast. I would sneak into her room and try on her long coats. They smelled like a garden of roses. I can still close my eyes and smell that very smell. It’s such a sweet memory.”  When asked what she likes in a fragrance, she says, “I suppose the obvious answer is I have to love, love, love the smell. But past that, you want to wear something that you identify with, that you are comfortable with and that you can basically live in. I love when people say, ‘Wow, what fragrance are you wearing? That smells amazing.’ When that happens two or three times, you know you have found your scent.”

So just how does a model land a fragrance ad campaign? It can happen a couple of ways. Many brands like to focus only on celebrity names hoping their fame and social media following will drive sales in many different countries. If that is the case, the perfume company marketing teams will reach out to the actor’s agent and start negotiations. If the celeb is famous enough, he or she will have a say in the photographer, location, creative direction, etc.

If the brand prefers to use a model like Maxwell, they will usually begin by reviewing the top models at the best modelling agencies. They can then set up a ‘go see’ where the model will come to an office where the casting team will take some initial photos. Once the brand signs off, they model will come in for a fitting and makeup test. The outfits will be carefully tailored to fit perfectly. Different hair styles and make up will be tested. This can take several hours. More photos will be shot.  Again the brand will sign off on the final looks.

On the day of the shoot, the model will show up at approximately 5:30 am for hair and makeup. The photographer’s assistants will set up the backdrops, adjust the lighting and prepare for a full day of shooting. Both still images and video are shot. And this can go late into the night depending on the complexity of the shoot.

In the case of the Moschino Toy 2 Bubble Gum campaign, Stella worked closely with the former creative director Jeremy Scott. Moschino’s new Creative Director is Adrian Appiolaza, the former designer at Loewe. He’ll be directing all the future brand fragrance campaign shoots.

“I remember when I was young, my family would say do something you love when you grow up. I love modelling and I love working with creative people. So every time I get to work with Jeremy Scott and the Moschino family, it doesn’t feel like work. It feels like I’m hanging out with friends having fun.”

“I try to work hard and to stay focused and to stay humble,” she says when asked of the secret to her success. “There are so many amazing people who do incredible things on this earth. I realize my job pales in comparison. But I take my responsibilities seriously and try to contribute my very best.”

She says she has such gratitude for her fans. “I appreciate my fans so much. These young, powerful beings have so much to contribute to society. I am just thankful they have allowed me to be part of their lives.”

Whether shooting an ad campaign staged in space or on planet earth, the key to success as a model comes down to professionalism and gratitude. Stella is sure to hit even greater heights in the future.

The fragrance:

Moschino Toy 2 Bubble Gum is a joyful fruity-gourmand scent for her that blends notes of bubble gum accord, candied citrus, juicy peach and Italian lemon essence with a kick of cinnamon and ginger powder. It’s balanced nicely with Bulgarian rose and smooth cedarwood.

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