London Gent: Last News

John Boyega has decided to end his involvement with Jo Malone London perfume. The decision comes after the actor was replaced in an advertisement for the brand that aired in China.The award-winning commercial, «London Gent,» was conceived of, directed by and starred Boyega, as well as a diverse and multicultural cast.

Star Wars actor was named the company’s first male global ambassador last year and had conceived and directed a personal video, called London Gent, in Peckham to advertise aftershave for the brand.However, the Chinese version of the advert was re-shot with local actor Liu Haoran, while Boyega’s friends and family that featured in the original were also removed.The company have since issued a statement on what they described as “a mistake in the local execution of the John Boyega campaign”, saying they “deeply apologise”.We are thrilled to announce that our Jo Malone London Gent film featuring @JohnBoyega is the proud winner of The Fragrance Foundation Virtual Awards 2020 for Best Media Campaign.

Naman Ramachandran British perfume company Jo Malone has apologized to “Star Wars” actor John Boyega after editing him out of the Chinese version of an award-winning commercial that he originally conceived, directed and starred in.The recast and reshot Chinese version replaced Boyega with local actor Liu Haoran (The “Detective Chinatown” franchise). The original commercial, titled “London Gent,” featured Boyega walking around London’s Peckham neighbourhood and featured a multicultural cast.