British fashion director Charlotte Stockdale has joined Jo Malone London as style editor in the opening salvo of what brand president Maureen Case calls a simple but important moment for the brand.

This story first appeared in the January 13, 2012 issue of WWD. Subscribe Today.

Stockdale will remain fashion director for i-D magazine and will consult for the brand, beginning in February. She will report to James Gager, senior vice president and creative director, and is charged with helping Gager create brand imagery, as well as forging new collaborations for the brand.

“We see Jo Malone London as modern English luxury, and that is why we are now doing our development in London,” said Case. “You can’t have your finger on the pulse by sitting on the other side of the Atlantic. Charlotte has a deep understanding of Britishness, luxury and trends, but comes to the beauty world with a fresh eye. She will curate fresh British talent and get collaborations for the brand with style setters in the U.K.”

Gager added, “Charlotte’s sense of style is extraordinary, and she brings such a sense of modernity to the brand while still respecting its heritage. I always feel it’s marvelous to have different voices in the brand.”

Stockdale noted that her fashion experience should serve her well in her Jo Malone London role. “Fashion is all about the feel of fabric,” she said. “It is visual and revolves around the sensation of wearing cloth. Different cuts and styles can make you feel different emotions. It is fascinating to move into the world of fragrance and experience the same process through smell.

“I find the idea that people are drawn to certain scents incredibly interesting. What draws one to a scent? Is it only the scent or is it the bottle, the box, the color of the liquid? It is extremely exciting to be part of the development of the personality of individual scents.

“Also, Jo Malone London has such a strong, clear identity, although I would like to add a little more whimsy, a little more fun. As a stylist I can see where we can be more textured and colorful, especially related to home and packaging. I see potential for new multisensorial shopping experiences that integrate smell, taste and sight and an opportunity for more interaction with customers.”

The Jo Malone London brand is carried in about 168 specialty store doors in the U.S., five of which are Jo Malone London freestanding stores. Globally, the brand is in 287 doors in 28 countries, including 34 freestanding Jo Malone London stores.

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