Zara x Jo Loves
Jo Malone, the perfumer behind the Jo Loves brand, has collaborated with Zara on a collection of eight fragrances called Zara Emotions by Jo Loves. Malone states: "The basis for the first collection is taken from Zara's heritage and their archive of fashion. We looked at all the archives, the things that really sold and really worked, and their speed to market and who buys them. Then I took certain pieces from my wardrobe, like a beautiful lace template, a dress, a leather jacket, a beautiful sequined jeweled dress, and I told the story of the person that would have worn it and what they would have done. Each one is a story and each one tells the personality by using the fragrance notes that we’ve placed together. It’s like little love letters.”
Some of the new perfumes include Amalfi Sunray (scent memories include “a summer on the Italian Riviera, an Aperol Spritz at sunset, a vespa and a gelato) and Bohemian Bluebells, that boasts strong cologne notes of lavender blended with smoky lapsang souchong bluebells, which reminds Malone of three artists she loves: “the wateriness of Monet, the strong powerful lines of Picasso and the beauty of Klimt.” Malone says: “I have always played with fragrance like an artist uses colour, blending and layering and each collection continues in my pursuit to bring out the artist in every wearer. We have used all the wonderful clean notes that I love—citrus, grapefruits, limes, oranges. One of my most loved ingredients is Orange Flower so I created Fleur D’Oranger around a love story, making it is the scent of life celebrations. Waterlily Tea Dress is absolutely everything I long for in a fragrance. We have continued with this clean identity in the collection, which is like my creative signature.”
Just like the fragrances Malone creates for her own brand, the scents she helped Zara create carry entire personalities all on their own. Each fragrance was created using just three ingredients and all are gender neutral. Bohemian Bluebells features notes of lavender, sandalwood and musk. Jo says: "This scent breathes a bohemian spirit, full of daring and unexpected notes, and its compelling nature hypnotizes. It is nothing like you have ever known before. I think Bohemian Bluebells is really different because it’s artsy and like little pieces of fragrance put together that don’t completely fit but that’s what I’m going for. It’s a smoked tea note all the way around and there’s an oddness to that, but I love it for how it reminds of a leather jacket, biker boots, and really cropped hair. That fragrance dares you to look at it, it’s bold, and it’s not frightened of anything or anyone."
Bohemian Bluebells is an eau de parfum, edp.