New British fragrance brand klaxon. Founded by Michael Donovan and named after the ancient, Central London parish of St Giles - it’s that bit just near Tottenham Court Road station, where the coloured Renzo Piano buildings are - where he was born, this new collection of five fragrances is based on different characters.

Michael has worked in the fragrance business for many years with some of the biggest names and noses. Here, he has teamed up with perfumer, Bertrand Duchaufour, and spent the last three years creating the five scents: The Tycoon, The Writer, The Stylist, The Actress and The Mechanic.

TheChicGeek says, “It’s always great to see new British fragrance brands. Especially from somebody with over 20 year’s experience in the business. Michael sent me the three most masculine fragrances to try - The Tycoon, The Writer and The Mechanic. 

There’s a lot going on, but it works. I actually found it difficult to choose one standout. I liked all three and underlining it all is quality.

The Tycoon is a classic chypre with notes of patchouli, labdanum and oakmoss augmented with a castoreum. 

The Writer opens with fresh ginger, rosemary absolute and the focusing sparkle of aldehydes with castoreum absolute plus sandalwood, cedarwood and driftwood. 

The Mechanic has a base of hot rubber, musk, oakmoss and a balsamic, cracked styrax with an earthy geranium and patchouli opening.

The Mechanic is the most interesting as it doesn’t fit in as easily with the other character names. The market for niche fragrances continues to grow and this is definitely a collection worth seeking out. I just wish the branding and labelling had more personality and fully represented the fragrances’ depth of character.”

St Giles Collection - 100ml - £130

Exclusive to Selfridges