Jo Malone London has extended the family to proudly welcome and announce the appointment of London born movie star, John Boyega, as an ambassador for the brand.
You might know John Boyega from the Alexa adverts, more than likely from the Star Wars franchise. However, I first clocked eyes on him when he starred in Attack the Block which was set on a Brixton estate in South London.
It was quite a divisive film that I so happened to love. As an aside you should listen to film critic Mark Kermode get dismantled by the movies director Joe Cornish when he delivers an indifferent verdict. That doesn't happen every day of the week.
What I love about John Boyega is how down-to-earth he comes across. Growing up in Peckham, to Nigerian British parents his story celebrates the diversity and vibrant culture of this city, he still proudly calls home.
In a recent Q&A with Jo Malone London John refers to fame as something of a non-event. Almost an anti-climax.
JML: What is something you didn't expect about being famous?
JB: One thing I didn't expect about being famous is the fact that some things don't change. Sometimes you have to wait in the queue like everyone else and that's fine. I mean, I guess I got told so many things about being famous I thought that everything was going to change from me. But I still go shopping late at night in my PJ's. Nothing's really changed.
His latest role see’s Boyega navigate new territory, celebrating Britishness, storytelling and fragrance as he takes on a new kind of spotlight as the first Jo Malone London Gent.
I know what you're all thinking, hey Carl, weren't you crowned the first Jo Malone London Gent? You're absolutely right, I'm sure it's just a typo in the press release, no need to get the lawyers involved.
About the collaboration John says: “I love the creativity and storytelling element of Jo Malone London. It’s something I resonate with, it’s how I work best. With discussion, collaboration and down to earth honesty.”
This is very exciting news, John Boyega has my pure unadulterated benediction (not that he needed it) and I can't wait to see him put his personal stamp on the brand.
I guess this also heightens my chances of being an extra in the next Star Wars movie. Even if it's just by 00.1%, as they say, never give up the daydream.
You can shop the Men's Fragrance at one of many of the Jo Malone London stores, or through their website.
I've written extensively about Jo Malone London and their products in other posts, as a brand ambassador I'm always first to the press releases and monthly updates. Make sure you follow me on the social pages where I deliver all the latest updates as I get them.