Fashion illustration, fabulous fragrances and some very chic dogs. A Saturday afternoon of live illustration at Jo Malone London.
There's something about Regent Street that I've always loved. The glamour, the international crowd and that wonderful bustle of activity. Fashion changes, times change, but this part of London will always feel like home.
So when the opportunity arose to spend a Saturday afternoon painting dog portraits at Jo Malone London, I was rather excited.
I love dogs. I draw them regularly at my Portobello Market stall, where they're always popular. Jo Malone is a brand that epitomises elegance and beauty. From its fragrances to its packaging, it's a brand I've always admired.
What particularly excited me was the opportunity to paint directly onto their beautiful gift boxes. I'd already been painting on leather, and the idea of taking my illustration onto another surface was irresistible.
A wonderland of fragrance
Walking into Jo Malone is like entering a wonderland of scent.
The clean lines, cream interior, beautiful displays and, of course, the fragrances themselves.
I was positioned at the central counter, surrounded by the activity of the shop, while the stylish and knowledgeable staff introduced customers to different fragrances.
The occasion was a celebration of Jo Malone London's new WildWash collaboration, featuring their Orange & Cedarwood Dog Shampoo.
My job was to hand-paint dog portraits onto Jo Malone boxes, giving customers something personal to take home alongside their purchases.
I'd experimented with different materials before the event, eventually settling on acrylic paint and a fine brush. The boxes were lovely to work on, although I was still finding my approach.
A fashionable collection of dogs
My first portrait was a bulldog, which I gave a little Disney charm, with one paw resting on the Jo Malone logo. I loved the way the dog became part of the packaging itself, rather than simply being a picture painted onto a box.
Throughout the afternoon, I painted a collection of characters: a grey terrier with a wonderfully funny expression, a gorgeous spaniel, a chocolate Labrador and even a cat alongside a dog!
Some customers brought their dogs into the shop, while others selected their favourite photographs from their phones. A few were buying gifts for family members, so we would look through the pictures together and choose the best one for a portrait.
While I painted, they could continue browsing the shop and return when their illustration was ready.
One lady had a dog called London, which presented a funny dilemma. Should I write London underneath the portrait when the box already said Jo Malone London?
Her other dogs were named after cities too. Clearly a very cosmopolitan family!
Dogs have such individual expressions and personalities. I don't want to create generic pet portraits; I want to bring something of my fashion illustration style to them — expressive lines, character, colour and a little humour.
My chocolate Labrador was one of my favourites. The colours and brushstrokes gave him a wonderfully playful, slightly scruffy charm.
You don't always know exactly how a painting will turn out. You keep working, adjusting, and gradually the character emerges.
When art becomes part of the experience
During the afternoon, two customers were amazed when they saw their finished dog portrait. They even showed it to the dog, who appeared to give the portrait a rather approving look!
People would stop in their tracks, sometimes gasping with delight as the portraits took shape, while others discovered the illustrations while browsing and decided to buy something so they could have a personalised box of their own. For some, it was an unexpected gift idea for a dog-loving friend or relative.
I love this aspect of live illustration: people aren't necessarily expecting to encounter an artist when they walk into a shop. Suddenly, there's something interesting to watch and the possibility of taking home a piece of original art.
People adore their pets. They show you their favourite photographs, tell you about their personalities and share the affection they have for them.
You're not simply reproducing a photograph; you're creating a tribute to a much-loved character.
And when that illustration appears on a beautiful gift box, it becomes part of the experience.
Fragrance, fashion and a little alchemy
I particularly enjoyed listening to the staff explain the different fragrances, the provenance of their ingredients and how they could be combined. There was something fascinating about the world of scent and creating a fragrance that's uniquely your own.
I also loved watching the staff guide couples choosing fragrances for their weddings.
Jo Malone has a philosophy of Scent Layering, where different fragrances can be worn together to create something personal to the individual.
There was a lovely parallel: the staff were helping people discover combinations of scents that felt uniquely theirs, while I was taking a beautifully designed box and adding something personal through painting.
I came away with a new appreciation of fragrance — the Jo Malone Grapefruit is sublime!
At home in the world of fashion and beauty
There was the bustle outside, the flow of customers inside, the fragrances, the beautiful packaging — and in the middle of it all, I was painting.
Having previously worked as a live illustrator for Kate Spade, I knew how naturally this kind of work can sit within fashion and luxury retail.
That's where live illustration becomes particularly exciting: surrounded by style, design and beautiful things, creating something original in the moment.
A beautiful box to keep for years
I particularly love how beautifully made the Jo Malone boxes are.
Perhaps they'll use them for jewellery, photographs, letters or other treasures.
And every time they see it, their much-loved dog will still be there, looking back from the lid.
A beautiful box to put treasure in, with original art on the outside.
Where illustration can take you
When I finally packed away my brushes, I felt elated.
I'd spent the afternoon surrounded by lovely people, beautiful design, fabulous fragrances and some very chic dogs.
Experiences like this remind me how much I love bringing illustration into fashion, beauty and fragrance environments — and the possibilities for creating something distinctive around a brand. Art doesn't have to live on paper.
Sometimes it finds its way onto a beautiful box, becomes part of the experience, and gives someone something completely personal to take home.And sometimes, that's exactly where it belongs.
Bring live illustration to your next event
Planning a fashion launch, luxury retail activation, beauty event or private celebration?
I'm Woody, a London-based live fashion and event illustrator creating personalised artwork for guests and customers, from expressive fashion portraits to illustrations on packaging and other objects.
If you're looking for something creative, personal and unexpected for your next event, I'd love to hear what you have in mind.
[Explore live illustration with Woody]