We don’t know why no one thought of it sooner. Jo Malone is releasing a new collection of perfumes inspired by London’s rain.
It’s a perfect move for a perfume brand firmly rooted in its simply structured combinations of ingredients, and British heritage. References to being caught in an epic downpour, or just stepping out onto fresh grass after a night of rain, brings an air of fantasy to ordinarily understated scents. Whilst Jo Malone’s rain collection alludes to a moment we know all too well, bemoan, but in reality treasure as probably the primary social glue that binds us as a nation.
We think this is a brilliant example of a brand living and breathing in culture, whilst never losing sight of its core identity.