Whenever Jo Malone London does something for the first time, you can always expect it to be great. So in true Jo Malone London fashion, the brand aimed for only greatness when tapping a partner for their newest fragrance venture. This morning, the brand announced that John Boyega is its first Jo Malone London Gent.
“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,” said Jean-Guillaume Trottier, Global President of Jo Malone London. “His vivacity and whole-heartedness make him a wonderful fit with Jo Malone London and I am delighted to welcome him to the family.”
The British-born Nigerian actor warmed his way into our hearts as a teenager when he played Moses in the spoofy sci-fi thriller Attack the Block in 2011. We fell more in love with him when he played Ugwu in the film adaptation of Chimimanda Ngozi Adichie’s hit novel Half Of A Yellow Sun. And he became a global household name once he was cast as Finn in Star Wars: Episode VII in 2015. Now, at 27, Boyega (equipped with that sexy British accent) is on his way to becoming our biggest crush with this new campaign with Jo Malone London.
The brand credits Boyega’s vibrancy, vigor, and versatility for the collaboration, as he embodies the essence of the brand and its fragrances. The actor “will explore the unexpected and subvert the traditional view of fragrance, luxury and the classic British gentleman,” according to Jo Malone London. And Boyega is just as excited to be a part of their family.
“I love the creativity and storytelling element of Jo Malone London. It always delivers unexpected and unique ingredient choices and scents: refined but surprising. It’s something I resonate with,” said the BAFTA winning actor. “My life is the same, a subtle contradiction.”
While Boyega has skyrocketed to A-list status over the last decade, he’s still just a down to earth guy from Peckham who loves the dreary London weather, a pair of comfortable socks (even if they’re mismatched), driving around his city with the radio on catching a vibe, and witnessing the magic of how movies are made. As scent is part of his everyday style, the marriage between him and Jo Malone London made sense.
“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,” he continued. “If my life was a bottle of cologne it would be called: Conflicts and Success. A new Boeyga line.”
(Courtesy Jo Malone London)
