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Poppy Delevingne named face of Jo Malone London

Poppy Delevingne named face of Jo Malone London

Poppy Delevingne is the first face of Jo Malone London.

The famed perfume company confirmed the news today, revealing why model Cara Delevingne's sister was perfect for the role. For the brand, it was important to find someone who was passionate about its products and sophisticated, too.

"Poppy is such a dedicated, vivacious character, with huge international appeal. As a long time Jo Malone London devotee, and true English rose, this feels like an incredibly natural appointment," global general manager Jean-Guillaume Trottier said in a statement on "Poppy's personality is infectious; she is a joy to be around and brings a sense of celebration to everything she does."

The company added that Poppy is "brimming with ideas" about her new role, although not too much is being given away at the moment. It is known that she'll host events all over the world and has special projects coming up too - although no more details have been given.

"I've been wearing [fragrance] Red Roses since I was 22. The first thing that drew me to my husband James was his scent, and when I asked him what it was, he said, Amber & Lavender by Jo Malone London," the 28-year-old model explained. "My home is overflowing with Jo Malone London candles and I scented my wedding with Orange Blossom, which still gives me butterflies. Jo Malone London is woven into the fabric of my life and I couldn't be happier to be working with a brand I love so much."

Poppy was previously the face of GHOST perfume Eclipse and has chatted about why fragrances mean so much to her. It's top of her beauty priority list because it's a way to express herself.

"It's actually very high up. For me, perfume is something that really stands out," she said. "It makes a person and really resonates with me. When I meet someone and I smell them, I always remember that smell. Friends always laugh at me when I haven't seen them in a while and I hug them and go, 'Oh, you smell like you.'"

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