Jasmine Tookes Channels Miranda Priestly to Brunel’s New Campaign

 

Jasmine Tookes Channels Miranda Priestly to Brunel’s New Campaign

Rock royalty meets British fragrance heritage as two sisters, two scents, and one iconic ingredient converge in the house’s most personal campaign to date

Two Sisters, Two Scents: The Campaign’s Central Conceit

The campaign is built around sisterhood — a theme that maps directly onto the dual nature of the English Pear lineup. Jo Malone London has long maintained two distinct expressions of the pear accord: English Pear & Freesia and the newer English Pear & Sweet Pea. Each Jagger sister gravitates toward a different one, and the house has made that divergence the campaign’s beating heart.

Georgia May claims English Pear & Freesia as her own. “I love it because it’s classic and elegant,” she has said. “I feel I can reach for it every day and wear it anywhere. It’s really timeless.” Lizzy, meanwhile, belongs to English Pear & Sweet Pea. “I can’t help but smile when I wear it,” she notes. “It’s playful, subtle, and instantly makes my day better.”

The casting is not arbitrary. Both women came of age with rock and roll in their bloodline but built careers defined by individual conviction — Georgia May through modeling and a growing entrepreneurial footprint, Lizzy through three decades on the runway and outspoken advocacy work. That shared origin with divergent expression perfectly mirrors two fragrances that share a core ingredient yet arrive at entirely different emotional destinations.

The Fragrances: What Each Scent Actually Delivers

English Pear & Freesia opens with the ripe, luminous quality of Williams pear — freshly sliced rather than sugary, crisp rather than cloying. White freesia at the heart adds brightness and lift, while rose enhances its floral clarity without overtaking it. Patchouli in the base anchors the composition with quiet depth, lending the kind of warm, sensual finish that has made this fragrance a fixture on dressing tables since its debut.

English Pear & Sweet Pea shares the same Williams pear foundation but pivots toward something lighter, more intimate. Pastel sweet peas wrap around the fruit with airy softness, then settle into a base of powdery white musk. Where Freesia reads as confident and structured, Sweet Pea sits closer to the skin — romantic, clean, and decidedly modern.

Both colognes are available in 30ml, 50ml, and 100ml formats.

New for 2026: The Limited Edition Hand Cream and Hair Mist

The 2026 campaign introduces two new products to extend the English Pear experience beyond the traditional pulse points. A Limited-Edition Decorative Hand Cream, priced at £24, and a new Hair Mist, priced at £40, allow the scent to travel through layers of a daily routine—from skin to strands—in a way that reinforces the collection’s lived-in, all-day sensibility.

Jo Malone London: The Brand in Context

Founded in 1994, Jo Malone London built its reputation on a fragrance philosophy centered on restraint and unexpected pairing — scents that resist the obvious and reward attention. The house was acquired by The Estee Lauder Companies Inc. in 1999 and has since become one of the most globally recognized British fragrance brands, known for its cream-and-black aesthetic, its gift-wrapping ritual, and a cologne range designed for layering.

The English Pear accord sits among its most enduring signatures — a quintessentially British ingredient rendered with the kind of deceptive simplicity that the house has made its calling card over three decades.

What distinguishes the Jagger sisters’ casting from standard celebrity fragrance appointments is its structural logic. The campaign doesn’t ask two famous women to hold a bottle. It identifies a genuine narrative — two sisters, each shaped by the same inheritance but arriving at different expressions of self — and maps it directly onto two fragrances that do precisely the same thing with a single pear note.

That alignment between product architecture and campaign concept is rarer than it appears. When it lands, it produces a campaign that reads as inevitable rather than engineered.

Jo Malone London has built its three-decade reputation on exactly this kind of restraint: the cream-and-black box, the layering philosophy, the quiet insistence that the most interesting fragrance decision is rarely the loudest. The English Pear campaign extends that philosophy into casting. The Jaggers don’t announce themselves. They simply belong.

The Jo Malone London English Pear collection, including the Limited-Edition Decorative Hand Cream (£24) and Hair Mist (£40), is available in-store and online from March 2026 at jomalone.co.uk and at global Jo Malone London retailers.

Images Courtesy of Jo Malone London