In a revelation that will delight bargain-hunting fragrance lovers, legendary British perfumer Jo Malone CBE has declared a £35.99 high street scent as one of her personal favourites and "one of the best" she has ever created.
The High Street Secret of a Perfume Icon
While a classic bottle of Jo Malone cologne retails for £122, the scent she is currently championing costs a staggering £86 less. The secret lies in her long-standing collaboration with global fashion retailer Zara. Taking to Instagram, the entrepreneur, who was awarded a CBE in 2018 for services to the British economy, shared the news with her followers.
"Did you know that I create fragrances for Zara?" Jo Malone asked. "I thought I'd share with you one of the best fragrances I created and it's number one across the world. It's called Fashionably London." She added that she was wearing it at that very moment, describing it as "so beautiful."
Inside the 'Fashionably London' Fragrance
The perfume in question, Fashionably London Eau de Parfum, is described by Zara as a floral, musky blend. It opens with the luminous freshness of bergamot, moves into a subtly romantic rose heart, and rests on a clean musk base. Malone herself offered a more personal interpretation, calling it "fruity but very woody and leathery but very light. It's these clashes that really come together."
She explained the inspiration behind the scent, stating she "created it like a doorway into the centre of London." This endorsement carries significant weight, given Malone's storied career. She is the creator of iconic scents like the rumoured wedding day choice of the Princess of Wales, Orange Blossom, and the bestselling bridal fragrance Peony & Blush Suede from her time at Jo Malone London.
Fan Reactions and Where to Find It
After asking her followers for their own favourite perfumes, the comments section flooded with praise for her Zara collection. One fan declared "Fashionably London elixir - my scent for this season," while others highlighted different creations like Ebony Wood and Fleur D'Oranger as their signature scents.
This revelation makes luxury perfume craftsmanship accessible to a much wider audience. The full collection of 16 scents created by Jo Malone for Zara, including the world-beating Fashionably London, is available to purchase on Zara's website and in select stores, subject to stock levels.
