rochasfille
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Does anyone know who makes those crazy gorgeous hot pink slippers in #52?
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*Vogue.co.ukCHARLOTTE STOCKDALE is the new style editor of fragrance house Jo Malone London - and will be working closely with the Jo Malone London team and senior vice president, creative director James Gager - the company revealed this morning. With customer experience and bringing more "fun and whimsy" to the brand high on her agenda, we spoke exclusively to the Vogue contributing fashion editor about her new role - and what she hopes to achieve with the British brand.
What made you decide to take the role at Jo Malone London?
"I discovered Jo Malone London, like many others, through friends gifting me, around 10 years ago. I remember receiving this ultra chic and rather distinctive box and wondering what it could possibly contain. It was Lime, Basil & Mandarin; needless to say I have been a devotee ever since. The fragrances are so innovative, with a certain authenticity and English elegance. I feel incredibly excited to be part of something so distinctive and stylish."
What will your role entail?
"I will be working closely with the Jo Malone London team to curate modern British collaborations and bring a distinctive visual narrative to the brand, whilst staying true to its spirit. For me, Jo Malone London is about unexpected ingredients and understated style and I am looking forward to using my experience to take this brand forward in the most dynamic and authentic way possible."
What do you hope you can bring to the brand?
"Jo Malone London has such a strong, clear identity, although I would like to add a little more whimsy, a little more fun. As a stylist, I can see where we can be more textured and colourful, especially in relation to home and packaging. I see potential for new multi-sensorial shopping experiences that integrate smell, taste and sight and an opportunity for more interaction with customers."
You normally work within fashion, why have you decided to work with Jo Malone London?
"Fashion is all about the feel of fabric. It is visual and revolves around the sensation of wearing cloth. Different cuts and styles can make you feel different emotions. It is fascinating to move into the world of fragrance and experience the same process through smell. I find the idea that people are drawn to certain scents incredibly interesting. What draws one to a scent? Is it only the scent or is it the bottle, the box, the colour of the liquid? It is extremely exciting to be part of the development of the personality of individual scents."
What will your experience shooting for magazines including Vogue, GQ and i-D bring to the brand?
"Watching fashion shows with a view to then developing ideas and preparing shoots forces one past being a passive observer. I have learnt to use fashion as a springboard for creativity and this is something I will take with me to Jo Malone London."