September 2011 sees the launch of Jo Malone's 'Wild Bluebell' fragrance and campaign, shot by British fashion photographer, Tim Walker. This is a first for the brand under the new direction of Senior Vice President, Creative, James Gager, "The Wild Bluebell image, shot by Tim Walker, visualizes a fragrance fantasy, one of eccentricity, whimsy & delight. I feel scents should promise a bit of the wonderful world of olfactory surprises....as well as the imagery that surrounds any fragrance."
To preview the launch, international and UK editors, bloggers and influencers were invited to a series of exclusive events at 6 Fitzroy Square, a secret townhouse in one of London's most picturesque pedestrian squares in the heart of London. The house, overgrown with nature, told the story of Wild Bluebell, a wickedly whimsical fairy tale, starring Wild Bluebell herself, a girl who captures the scent of the English bluebell.
First was a dinner for London's elite, a cosy supper for a cool fashion crowd. Guests ventured up the creaky stairs to find the room alive with great clumps of wild bluebells anchored in tufts of green moss, small white rabbits hiding amongst them. After a screening of 'Wild Bluebell' a short film directed by Tim Walker and James Gager, guests moved through the rooms to sit for a 'Wild Bluebell' inspired dinner. Heiress Jemima Khan, designer Bella Freud, filmmaker Nick Love, architect Nick Bartlet, international makeup artist Charlotte Tilbury and fashion designer Roksanda Ilincic, were amongst those present.
The following day, Fitzroy Square hosted the global press preview. International press from key world cities, flew to London, guests included; Vogue Australia, Vogue Italy, Harpers Bazaar Russia, Le Figaro France and Marie Claire Spain to name a few. In addition over 150 UK press visited the house during the day.
Editors met Master Perfumer Christine Nagel who spoke about the creation of the fragrance, along with Debbie Wild Jo Malone's Fragrance Director. Each editor took a journey through the house to experience the magic of Wild Bluebell, sipping Bluebell Sparklers and ordering food from the English inspired menu's at breakfast, lunch or tea.