St Giles – A New Concept in Fragrance

With new fragrances launching weekly, many fail to grab our attention- lighter or heavier versions of best-sellers often labelled with ‘Sport’ or similar. Not particularly inspiring. Unless the newness happens arrives from Le Labo, Byredo, Frederic Malle or Creed for instance- all of which will most likely be well considered and unique. The truth is- fragrance for the masses is exactly that, as plain as possible- designed to suit the majority. More niche equals more risk for the fragrance house.


New this week is St Giles, a brand created by industry expert Michael Donovan. His mission, figuring out how fragrance makes us feel. Whether it’s empowered and successful or inspired, glamorous or stylish- is it possible to match a fragrance to your outlook?


The St Giles collection consists of five scents, agonised over for three years by Michael and the master of innovative luxury fragrance, Bertrand Duchaufour. The collection is designed to stimulate and amplify the different aspects of your character and individuality through the reality (or fantasy) of your nature. It’s essentially using the power of fragrance to effect the way you feel. Rather than re-write the descriptions in our own words, we’ve left them as is- in Michael’s words for he is the master of pen and paper in the world of scent.

The Tycoon

This fragrance conveys luxury and power and is opulent, sumptuous and self-assured, wrapping you up in privilege. It will take you from boardroom to bedroom, it will lionise, it is empowered and entitled. The Tycoon is also a little intimidating!

The Actress

This fragrance is a celebration of sensual glamour and comes with a spotlight, so it is perfect for when you want to make an entrance!

The Writer


This fragrance, inspired by the talented writers that use their imagination, creativity and vision to enrich our lives, will aid concentration and summon the muse!

The Mechanic


This is the sex scent! The smells associated with the mechanic’s pit – oil and rubber, fuel, hot skin – convey the purity of doing something physical and how empowering it feels. The Mechanic is animalic, hirsute and it growls!

The Stylist

This is a fragrance that is sleek, polished and a bit of a show off – it stands out, not because it is loud but because it is beautifully put together. Chic, timeless and a tri e eccentric, as all great stylist’s undoubtedly are!

Conclusion and Availability

Finally, something unique in fragrance. And interestingly, such a simple concept- leave the matching of the fragrance to your personality to the experts. Assuming you know yourself. Versus trying to find something that suits you from a myriad of exotically named scents. Hats of to Michael for this. The St Giles Collection will launch exclusively at Selfridges, Oxford St, London W1 priced £130/100mls.

Chris Beastall

Chris is the Founder and Editor of Ape to Gentleman. His interests lie in men's style, male grooming and leading a better lifestyle - through minimalist, basic and clean design.