“A Little Magic And Fantasy” Arrive At Jo Malone
When James Gager went from Estée Lauder senior vice president and creative director at MAC to its group creative director overseeing MAC as well as La Mer and Jo Malone, we had a feeling the innovator would shake things up. This, after all, was the man who masterminded MAC’s über-successful Hello Kitty collection circa 2009 (and the truly weird yet undeniably artful video that accompanied it). His debut offering for Jo Malone doesn’t disappoint. “It’s great to bring a little bit of the eccentric into fragrance. It makes it more modern and accessible,” Gager said of Wild Bluebell, the quintessentially British brand’s latest eau, at a launch event a few months back. And he wasn’t kidding. To properly debut the lily of the valley, persimmon, and lemon scent, Gager enlisted a lavender-haired, doe-eyed model to frolic around a set of bluebells and white bunnies, playing a character he had created to embody the enchanted flacon. Wild Bluebell has plenty of newfound whimsy in the form of the campaign images the creative director dreamt up with visual artist Tim Walker, but in-house perfumer Christine Nagel’s ability to pair notes for surprisingly original scents has gone unchanged. Her latest effort is dewy, light and true to Jo Malone’s fragrance combining tradition, it can be easily paired with its White Jasmine & Mint or Nectarine Blossom & Honey colognes for an entirely different—yet complementary—olfactory experience.