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. Waterlily Tea Dress has notes of bergamot, spearmint and musk. Jo says: “Soft jazz music plays in the background, picnics on the lawn, a vintage tea dress floats by in the gentle breeze. I think Waterlily Tea Dress really stands out. That one was inspired by the Great Gatsby in the 1920s, it’s a really spotty note with waterlilies just floating on the top, it’s beautiful. I can close my eyes and I’m on a green lawn and can smell fresh green leaves, smell that watery kind of waterlily and I think it’s a beautiful, beautiful fragrance. I love them all for different reasons."
Waterlily Tea Dress is an eau de parfum, edp.
