LONDON — Poppy Delevingne is about to undertake a global fragrance mission for Jo Malone London as the British brand’s first ambassador, or Jo Malone London Girl.

This story first appeared in the April 20, 2015 issue of WWD. Subscribe Today.

Delevingne has already thrown herself into the new role with gusto, and is planning two events with the brand, a division of The Estée Lauder Cos. Inc. The first event, next week, will be “a ball with a modern twist,” and the second, “a dinner celebrating English roses,” will take place in Los Angeles in May.
In an interview, Delevingne said there are more projects in the pipeline, and the brand is an easy fit for her. “I’m looking forward to being the peony pioneer,” said Delevingne, the British model, actress and swimwear entrepreneur who is an elder sister of Cara Delevingne.

The company said she is “brimming with ideas and will offer her support and dynamism to a wide spectrum of projects over the next year.”

Not only was Delevingne a dedicated Red Roses fan as a very young woman — she turns 29 next month — but she was first drawn to the man who would become her husband, James Cook, while he was wearing the brand’s Amber & Lavender cologne. “The first thing I noticed was how good he smelled,” said Delevingne.

Such was her dedication to the brand that she wore its Orange Blossom cologne on her wedding day and during her honeymoon, and is now a devotee of Tuberose Angelica. “It’s a little muskier, a little sexier. It’s me growing up a bit,” she said during an interview at the brand’s grand town house in London’s Marylebone.

Jean-Guillaume Trottier, global general manager of Jo Malone London, said, “We want to work with people, like Poppy, who are already big advocates of our brand. This has made our collaboration a very natural one,” he added, noting that her primary focus will be on “sharing her love for Jo Malone London rather than creating new scents and collections.”

Trottier said that going forward, the role of ambassador may vary depending on the individual.

“We would like them to be able to work with the brand in their own tailored way, incorporating their strengths and what comes naturally. We will also consider further additions to the program, both male and female, in London and in other key global cities,” he said.