Time to let off a major beauty klaxon: Zara has teamed up with Jo Loves (founded by Jo Malone CBE) to launch Zara Emotions, a new range of luxury fragrances at high street prices. And all eight of the first line-up in the collection are pretty splendid.
‘I’m a woman in my 50s, I’ve built two global brand and I’m doing something new and adventurous,’ said Malone at the launch event in London earlier this week. ‘I’ve put every single emotion into this project, this collaboration.’
In the process she also created the perfume that she says ‘is probably the greatest one I’ve done in 35 years, I’m unbelievably proud of it’. Step forward Bohemian Bluebells. ‘I’d smelled a not in Paris [at a lab] and kept going back to it. It was a lavender not and often that be old ladyish, or become too herbaceous and seem like aromatherapy on your skin. But I went back to it and back to it. Then in the middle of the night I suddenly though ‘hyacinth’.” So she added a touch of that along with some lapsang souchong notes around to make it spin and hey presto. ‘It’ won’t be a fragrance for everyone but it’s bold, mesmerising and like nothing you’ve ever smelled before.’
The collection is all about interpreting the feeling of clothes into fragrance, a smellable from of storytelling. So there’s Vetiver Pamplemousse which represents a crisp white shirt and is the sort of ‘clean fresh citrus that you’ll probably most recognise about me’ says Malone.
There’s also a joyous Waterlily Tea Dress which is 1920s vintage glamour and notes of bergamot, neroly, spearmint and clary sage. Ebony Wood is all about a girl leaving college and heading off on a road trip in her father’s borrowed vintage car with soft jazz playing on the radio and notes of grapefruit, ebony, and rose absolute keeping the beat alongside.
Amalfi Sunray is what you’d expect – sunhats in the sunshine represented by bergamot, mandarin and basil. Tubereuse Noir is the little black dress and ‘with an operatic spirt; it’s not for the faint –hearted’.
Fleur D’Oranger is an ode to orange blossom – royal and regal and bathed in sunlight. And Fleur de Patchouli is a triumph (in clothing terms is studded boots and jeans at Glastonbury) – not too domineering thanks to musk guaiac wood, peony and clary sage.
Use them alone or, at these prices, fragrance layer with abandon. And don’t think male or female: Malone is adamant these are all open to all. More fragrances are already in the works to join the original line up next year.
Zara Emotions Collection by Jo Malone CBE, Founder of Jo Loves is available in three eau de parfum sizes, priced at £25.95 (90ml), £15.95 (40ml) and £5.95 (10ml) each.
Feature by Edwina Ings-Chambers