Jo Malone, the perfumer behind the Jo Loves brand, has collaborated with Zara on another collection of eight fragrances called the Vibrant Cities Collection featuring fragrances inspired by fashion-forward cities. This particular collection was inspired by her desire to travel during this last year, which at one point we weren’t physically able to do, so Malone used scent as an escape. “This collection takes its inspiration from our return to the pioneering spirit of travel and the discovery of the vibrancy of life again,” said Malone in a press release.
Boldly Seoul is part of the eight fragrance Vibrant Cities Collection that launched in 2021. “Discovering its unique beauty.” — Jo Malone CBE, founder of Jo Loves. With notes of violet, mimosa and musk. Boldly Seoul is an eau de parfum, edp.
Zara x Jo Loves Boldly Seoul Reviews
Refinery29: This scent was instant nostalgia for me. The violet notes in the perfume brought only one thing to mind: Parma violets. Although the violet comes through very strongly, I would not categorize this perfume as sweet or too floral as the musky undertones balance it out. This definitely feels like a weekend perfume. It's not subtle enough for everyday wear so I imagine it will last me a while.
Fragrantica: It’s like smelling a bouquet of violet flowers, smells super natural and juicy, dries down to a powdery mimosa and the violets omg the violets are so pretty, almost like a really watered down version of Insolence by Guerlain, (they don’t smell the same but the violet note smells very similar just wayyy lighter and more natural), definitely one of my favorites of this collection I love it!
Fragrantica: Smells like young flower stems and petals slightly crushed, without any sweetness. I get an image of small flowers in a morning field speckled with dew. The drydown becomes slightly creamy. Was excited to see how Jo Malone scented Seoul, as someone who is Korean, and I feel it is fitting. If you like florals, this is a good innocent, simple one to have in your collection. I could see this being used to layer or wear in an office. Very inoffensive and light.
