Beauty
We spoke to the perfume and beauty brand founder about creating the Zara Emotions collection, as well as her top tips for layering scents to create your own signature
Everyone has a favourite perfume combination from Jo Malone's eponymous brand—mine is the marriage of wood sage and sea salt—which takes me for sandy swims and lush walks in my mind's memory. There’s something about Malone's minimal, dreamy and creative approach, that shows in her scent pairings that form the most harmonious olfactive stories in a bottle. With her independent label Jo Loves, Malone has collaborated with high street brand Zara, that too, induces similar feelings like those of her original brand's creations. 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.” The perfumer speaks to Vogue India in an exclusive interview about the Jo Loves and ZARA collaboration, which launches in India today.
“It began with Zara beauty team and myself sitting in my studio in Elizabeth Street, London. I think we both immediately felt an energy and excitement in being able to collaborate together and hence, the adventure began. I did not want to just create one collection—I needed to be part of a project that I could help and grow globally. Our first collection of the Zara Emotions Collection by Jo Loves has taken both the heritage of Zara and Jo Loves and created a third identity and it is proving a winning combination across the world.
“The inspiration for the Zara Emotions Collection by Jo Loves started from my own wardrobe. A few pieces that really gave me inspiration though was the red embroidered kimono with huge bell sleeves, the vintage Donna Karan jacket, the crushed amber roll neck cashmere sweater and the gold sequinned dress. Each piece told the story of life and the characters that wore them. This is how the fragrance became the voice within each story. It was such a magical collection to create and everyone was drawn into the whirlwind of my imagination. Each accord was created and stitched together to create a powerful and memorable scent.”
“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 and Vetiver Pamplemousse is the fragrance I wear every day and I spray on my sheets before bed, it is an ingredient that I have been known to use many, many times as a fragrance creator. We have continued with this clean identity in the collection, which is like my creative signature.”
“The collection is called Zara Emotions because every fragrance has been crafted with personality and a voice to tell its story in a unique fashion. It is full of imagination and artistry. I like to accessorise the fragrances on different parts of your body to create an artistic scent creation. I love to wear Waterlily Tea Dress and Vetiver Pamplemousse together.
“Wear perfume by looking at your body as though it’s a canvas—spritzing the fragrance all over and using the paintbrush to blend, just like you would with colour in makeup. Just remember, always use the heavier note first.”
The Zara Emotions Collection by Jo Loves will be available at Zara stores across India from December 1
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