GQ's former creative fashion director, Jo Levin, has revealed her first fragrance, ‘ODeJo.’
Levin has collaborated with Jeff Lounds – the man behind the 'anti-fragrance fragrance brand' Escentric Molecules – and fashion writer Tim Blanks to create the perfume, a playful combination of cucumber oil, lily, Tahitian rose and blue sea kelp. The fragrance is inspired by an oil Levin has long worn – only now realised as the base for her own signature scent.
The scent is light, with the initial fresh notes of cucumber fading after a few minutes. There are hints of sunscreen herein, possibly due to the inclusion of sea kelp. The fragrance is very youthful and objectively more feminine than masculine, while its floral notes make it ideal to wear during the spring and summer seasons. This is emphasised in the fun design of the packaging; when lifted, the simple white lids reveal brilliantly bright boxes hidden beneath. Shades of pink, orange and yellow only further illustrate the wonderfully cheery essence of 'ODeJo'.
Daniela Rinaldi – group commercial director at Harvey Nichols, where the perfume is exclusively available – says, ‘Working with Jo to launch her very own signature eau de toilette has been a fascinating journey; her industry expertise and authority has made for a seamless pairing of style, creativity and sophisticated luxury.’