Jo Malone London has just launched its Limited Edition ‘The Veggies Collection’, nearly a year after the location shoot took place last Summer in the gardens and fields of Cherry Farm in Hertfordshire. It’s been a long time in the making, and indeed the preparations prior to the shoot days were long and intense too. But what a result – a brilliantly playful, veg-inspired creative masterpiece that combines children, animals and a garden nurtured to the peak of its growing season – what could ever go wrong?
The Creative DIRECTION
Life is good in the vegetable patch, where scents are comforting, colourful and softly sweet, and perfectly ripe for the picking. Children dressed up as animals take their pick of huge vegetables and transport them across the farm. Showcasing four new in-season fragrances, Scarlet Poppy Beetroot, Carrot Blossom, green vine Tomato and Velvety Butternut, the campaign celebrates the wholesomeness of seasonal home-grown produce.
And here’s the intro film.
A passion project for owner and client alike
Cherry Farm was chosen for its English country charm, with the hero film set being a lovely old fashioned kitchen garden, complete with old greenhouses, flint walls and extending out to pretty meadows with ancient trees.
Couple the location’s natural backdrops with a very helpful owner, and Jo Malone’s creative team then set to work to prepare the gardens for the shoot. While Cherry Farm provided the raw foundations, a huge amount of effort went into dressing the garden to the set designer’s vision.
Over 6 weeks in advance of the shoot dates, the creative team were allowed to start preparing the vegetable area to add in the elements needed. The team dug trenches and planted up sections, with many young plants arriving by the carload and inevitably needing daily care. The set designer did return at times, but daily waterings were needed when temperatures rose and a heatwave set in. Much of the “keep the plants alive” responsibility fell on owner Vicky’s shoulders.
The support and generosity of time from Vicky was incredible – she watered the garden and surrounding grass once or twice a day to keep everything green and thriving. When deer began helping themselves to the vegetables, she daren’t not worry the creative team – she built protective fencing and made sure the deer kept away.
The greenhouse was already stacked with old terracotta pots, and towards shoot day, these were filled with more plants, including peppers, tomatoes and squashes. Although she did offer to replace some of the greenhouse windows in time for the shoot, the production team loved the worn look and asked for it to stay exactly as it was. Even details that might normally be tidied away, such as nettles around the garden, were saved to add to the natural, organic vibe.
A LASTING IMPACT
As Vicky reflected afterwards:
“There was an upmarket feel, a touch of luxury about this one, it’s Jo Malone after all. But equally the labour of love, extending to several of the crew being quite prepared to get up to their elbows in compost and graft, was great to witness too.”
The result is a campaign that so beautifully connects a luxury brand with the earthy realities of gardening and working with nature.
CHERRY FARM COULD be your next shoot location too
Just an hour from London, Cherry Farm offers a huge variety of shoot backdrops across 500 acres of countryside.
From historic farmyards, traditional barns and period farmhouses to orchards, woodland and open fields, the location can double for multiple settings in one shoot.
Owner Vicky has plenty of experience with hosting productions and will go above and beyond to help bring creative ideas to life.
CREDITS for the jo Malone “veggies collection’ campaign
Shot: 4 days in June 2025 | Campaign launched: May 2026
Huge thanks to Vicky of Cherry Farm for keeping the vegetable patch alive and well.
Director & Photographer: Toby Coulson / Producer: Jeff Delich M. / Producer: Amalia Rosen-Rawlings / Location Manager: Ben Firminger / Motion & DOP: Jan Vrhovnik / Hair Stylist: Liz Taw / Makeup Artist: Marie Bruce / Casting Director: Lisa Dymph Megens / Set Designer: Clarisse d’Arcimoles
