Charismatic, poised and quintessentially British, Poppy Delevingne is a natural fit as inaugural ambassador for the fragrance label Jo Malone. “It’s a brand that’s been part of my life for a long time,” Poppy tells Hello! “There’s something infinitely special and quirky about it.” A long-time fan of the luxury scent purveyors, the 29-year-old model even scented her wedding with Jo Malone’s orange blossom candles. “That smell still gives me butterflies,” she says. Here, Poppy shares her fragrance rituals and favourite scents.
What’s your first fragrance memory?
My mother. She always had this beautiful floral scent that was a mix of lilies, jasmine and violets. I don’t know what fragrances she wore, but I remember the shiny, sparkling bottles piled up on her dressing table.
How did you discover Jo Malone?
I started wearing Red Roses when I was 22. I smelled it on a friend, loved how gentle and sweet it was and begged her to tell me what it was. The very next day I was at Jo Malone London buying my own bottle. It was at the same time that I met my now-husband, James.
He must have been attracted to your perfume!
Actually, the first thing that drew me to him was his scent. When I asked him what it was, he said, “Amber & Lavender by Jo Malone London.” I saw that as a sign. He still wears it, and whenever I travel without him, I take a small bottle with me.
You clearly have a very emotional relationship with fragrance.
Absolutely! Scent, for me, always takes pole position. I adapt my scents with the seasons. I like something fresh and floral [such as Peony & Blush Suede] when the sun is out, and something a little more intoxicating [like Pomegranate Noir] when it’s cold. I layer my scent. First with a bath oil – there’s something so sumptuous and deeply relaxing about a bath oil – then body crème and finally cologne. Depending on which scent I choose, that will determine what I wear.
What’s next for you and Jo Malone?
I’m going to throw some great parties and share the scents with all my friends. That’s just for starters. I’m brimming with loads of ideas!
“We wanted a fragrance that played with the brightness of incense – its natural freshness – while embracing its inherent warmth and woodiness,” says perfumer Marie Salamagne of the brand’s newest perfume, which blends lemon, pepper and woody notes to create a sensually spicy bouquet.
Jo Malone Incense & Cedrat Cologne Intense, $175 for 100 ml spray, Holt Renfrew, holtrenfrew.com