How to Fail (Almost) with Jo Malone

If I were ever a guest on @elizabday’s How to Fail podcast, I think I’d talk about the time I came this close to a collaboration with Jo Malone.

They had seen my collection in Fenwick Bond Street and were looking for a silk pyjama or kimono brand. I was invited to their townhouse on Gloucester Place—which, funnily enough, is where I lived as a student at the RCA. Though back then, it was a basement flat with no windows… not quite as glamorous as the Jo Malone townhouse.

Wind back to August 14th, 2015. Here’s how the email thread unfolded:

From Lauren to Sarah (Jo Malone London):

Morning Sarah, Hope you had a super weekend?

It was lovely to meet Thomas on Friday and have a brief chat about your thoughts for the collaboration. It’s good to understand more about the traditional loungewear option and what you’re looking for. Thomas hinted that you might be wanting something a little more bespoke?

In terms of our products, we’re keen to express the exclusivity of the designs and the British manufacture. Thomas mentioned you might be interested in incorporating a 'Jo Malone stripe'. My initial thoughts are that we could sensitively incorporate the stripe motif into the IKKO print range (the samples you saw last week) to reflect the company branding.

For example, parts of the background black could be converted into a black and cream stripe, or belts, cuffs and collars could be striped.

Regarding material weight, we can offer a range of silk or man-made fabrics in lighter or heavier weights. The sample you saw recently is a silk satin chiffon. 

My understanding is that you’d need the products in the next few months. If selected, we’d need to get started in the next few weeks. I’d be delighted to show you alternative materials and a visual of the print next week. Happy to arrange a meeting.

Looking forward to chatting more.

Kindest regards, Lauren

From Sarah (Jo Malone London) to Lauren:

Hello Lauren,

Hope all is well with you.

Thank you for your email. We’ve discussed things here and I believe we’re going to go along the more traditional route.

Thank you so much for all your time and suggestions. We truly think your pieces are beautiful and will keep them in mind for any future projects.

Have a lovely weekend.

Best wishes, Sarah 

Global Communications Manager

Jo Malone London

From Lauren to Sarah:

Hi Sarah,

Oh, what a disappointment. Thank you for your kind words about the collection.

We’re looking forward to launching the new range very soon—so watch this space.

I’d be delighted to work with you again in the future. I also license my textile prints to companies for collaborative projects. I work as a consultant and freelancer for high-end fashion brands, with a list of British and European fabric print suppliers.

If you need any print or graphic work, please let me know.

Have a super rest of the summer, and I look forward to working with Jo Malone in the future.

Kindest regards, Lauren

Can you smell my disappointment here?

I was close—but not quite perfect for the brand at that time. What did I learn from it? I suppose the confidence that they even considered me was amazing. And truthfully, I wasn’t at the manufacturing stage to fully deliver. But I was excited. I had hope. And I still have aspirations to work with a company like this in the future.

Let’s get Roxie Nafousi over here for some manifesting!