Iconic fragrance brand, Jo Malone has announced the appointment of its first male ambassador.
Stars Wars actor John Boyega takes up the role as Jo Malone London Gent in a partnership that is set to explore the unexpected and subvert the traditional view of fragrance, luxury and the classic British gentleman.
Commenting on the appointment of the London-born movie star Jo Malone London Global President said: “A born and bred Londoner, John is intelligent, inclusive and witty. He shares our core values of generosity and creativity and is unafraid to speak his mind. His vivacity and whole-heartedness make him a wonderful fit with Jo Malone London and I am delighted to welcome him to the family.”
Growing up in Peckham, Boyega brings a vibrancy, a Londoner’s sense of heritage and a nod towards the future.
Speaking on the partnership the BAFTA winner said: “I love the creativity and storytelling element of Jo Malone London. It’s something I resonate with, it’s how I work best. With discussion, collaboration and down to earth honesty.”
“Jo Malone London always delivers unexpected and unique ingredient choices and scents: refined but surprising. My life is the same, a subtle contradiction: my job, my profession, and then I still come home to this town, drive around with the radio on, catch a vibe, go to the supermarket. In some ways, everything’s changed, but then again nothing has,” he adds.
In Q&A the new brand ambassador talks fame, fragrance and why home is where the heart is.
What made you join the Jo Malone London Family?
I love the creativity and storytelling element of Jo Malone London. It’s something I resonate with, it’s how I work best: with discussion, collaboration and down to earth honesty. Jo Malone London always delivers unexpected and unique ingredient choices and scents. It’s refined, but it’s surprising too. My life is the same, a subtle contradiction: my job, my profession, and then I still come home to this town, I still go to the supermarket late at night in my pyjamas. In some ways, everything’s changed, but then again nothing has.
What is your relationship to scent?
Scent is part of my everyday style. My personal style is quite casual but I like to mix it up with interesting fits with Japanese influenced jackets, fitted pants and chains. I like that I can change up my scent to suit my style. I’m guilty, I like to layer my fragrance. You can make some really interesting smells. If my life was a bottle of cologne it would be called: Conflicts and Success. A new Boyega line.
What is your first memory of scent?
My first job was before school, I would deliver post, milk and sweets. And then I used to sell a bit at school. Sell a little bit of candies, Rockies, Haribo’s. So, my childhood smells like those old school sweets, those drumsticks, gobstoppers, spicy soup.
What Jo Malone London products would you recommend?
Bronze Wood & Leather Cologne Intense is a solid favourite. It’s a really good scent. I like to wear it on a day-to-day basis. It doesn’t attract too much attention, but at the same time it gets people looking and smelling.
I also like a bit of oud; oud is a lovely smell.
What do you look for in a script?
I look for a number of things in a script. But for me, the main thing is the character arc. I don’t want my character to begin and end the movie the same. I want a change, something different. Something that happens with the character, that means you have to go on an interesting journey with him.
What’s your favourite part of being on set?
My favourite part about being on set is collaborating with the people. I’ve always watched films and never had clarity in my younger days on how the magic starts and is created. So, to be a part of that and witness it is the biggest rush.
What is something you didn’t expect about being famous?
One thing I didn’t expect about being famous is the fact that some things don’t change. Sometimes you have to wait in the queue like everyone else and that’s fine. I mean, I guess I got told so many things about being famous I thought that everything was going to change for me. But I still go shopping late at night in my PJ’s. Nothing’s really changed.
What wouldn’t you go a day without?
I won’t go a day without wearing a comfortable pair of socks. It doesn’t matter if they’re different socks because sometimes in the wash, things get confusing. But as long as they’re both comfortable. I’m cool. I also wear scent every day.
What do you miss most about home when you’re not there?
Sometimes I miss the weather, because I want to put on a jacket. And not always be surrounded by blue skies and sun. I miss the moody faces, I can’t lie, there’s something about the reality and honesty that I like. I just miss London, I miss home.
What’s the first thing you do when you get back to London?
The first thing I do is take a drive. I go back around South London, then drive around Crystal Palace, all the way around Dulwich, go down to Brixton. Just go for a drive, get the feel of the city, see what’s going on. Put the radio on. I just catch a vibe.