We all know that fashion and fragrance go hand in hand. Just as your clothes communicate what your vibe is for the day, perfume can do the same. It's olfactory storytelling at its very finest.
But our minds tend to go straight to luxury fashion when we think of the similarities with fragrance. Let's face it, we've all had buyer's remorse from the watered-down scents that ended up in our high-street shopping basket when we only went in for a grey T-shirt.
It's time to rethink high-street fragrances, and when Jo Malone CBE, founder of Jo Loves, teamed up with Zara for a fragrance collection, it was beauty's equivalent to breaking Instagram. It's quickly grown popular with all the fashion girls.