INTRODUCING: HAY FEVER

A THEATRICAL NEW FRAGRANCE 100 YEARS IN THE MAKING

We present to you, for a limited run, our sensational new fragrance, ‘Hay Fever’. Our latest production is full of charm, a little chaos, and set to cause quite the stir…

Here’s everything you need to know about it: 

What was the inspiration behind Hay Fever?

One hundred years ago this month, Noël Coward's ‘Hay Fever’ made its West End debut at The Ambassadors Theatre in London — a riotous comedy of manners set in a bohemian country house where every room is a stage, and every guest an unwitting performer. Now, in a full-circle flourish worthy of Coward himself, we’re raising the curtain on our latest deodorant fragrance, HAY FEVER: a high-camp homage to English eccentricity, and riotous gardens in full bloom.

“Our new deodorant fragrance was designed to capture the spirit of a quintessential British summer — languid, sun-dappled, and ever so slightly unhinged. And what better muse than Noël Coward’s comedy of manners, “Hay Fever”? … and, in our case, beastly seasonal allergies!

Is it whimsical? Certainly. Silly? Perhaps. Offensive? Only if you’ve misplaced your sense of humour along with your antihistamines. We’ll be in the garden — cocktail in hand, linen creased just so — revelling in the drama of it all. You’re welcome to join us. Just don’t sneeze on our parade.”

Ed & Andy.

Scent description
Oh, there’s nowhere like England in the summer! Recline slovenly in your favourite deck chair and let the garden’s charms waft over you — roses, sage, freshly cut grass. Perhaps a spot of Earl Grey tea? A tad more marmalade on toast? Whatever you do today, do it all winsomely, darling!

AT FIRST
CRISP APPLE, MARMALADE, THE MOST LOVELY MOOD
AND THEN
A SPLENDID ENGLISH GARDEN, EARL GREY, PLUMP APRICOTS
FINALLY
CASHMERE, SOFT LEATHER, AND GENERATIONAL WEALTH. WHAT BLISS!

 

Celebrating the Legacy

As Hay Fever proudly headlines in Pride Month, this collaboration also pays tribute to Sir Noël Coward, one of Britain’s great queer icons — a playwright, performer, and provocateur whose wit and charm helped shape modern British queer culture. 

“It’s a true honour to celebrate Coward’s legacy. His work, his bravery, and his irrepressible queerness continue to inspire — and this fragrance is a standing ovation to him.” – Ed & Andy

To celebrate his legacy and the launch of our new scent, we’ve put together our biggest production to date. Directed by award-winning, British fashion design icon Priya Ahluwalia, produced by Ridley Scott’s Black Dog Films with Gaël Brenac, and with archive costuming from non-other than the legendary fashion doyenne Zandra Rhodes. 

You can watch it here: 

If you have any more questions, feel free to send us a dm on Instagram at @akt_ldn or send an email to customer@aktlondon.com. We'd love to hear from you! 

We hope you love ‘Hay Fever’ as much as we do.