BTS: DŪMBO AND A BRITISH VOGUE WEDDING

Taylor-Hughes Photography

Last November, our co-founder Hannah married her partner Matt in what British Vogue described as a “surprise London wedding hidden inside a leaving party.” It was intimate, unexpected, joyfully untraditional - and featured DŪMBO, her chosen fragrance, crafted by us at THE 5TH.

To see Hannah’s story featured in Vogue (!!!) was an extraordinary moment for our family, and for our brand. Because while the day marked the start of a new chapter for her, it also marked a powerful reminder of why we started THE 5TH in the first place: to create fragrances that don’t just smell beautiful, but mean something.

DŪMBO wasn’t just what Hannah wore that day. It was what carried her through it; from the quiet calm of the ceremony at Chelsea Town Hall to the electric joy of revealing the surprise to 150 unsuspecting guests that night. It lingered in the air between glasses raised at The Ritz, and on her veil as she danced into the early hours.

And here’s the thing: scent is memory.

Scientific research has long shown that scent is more strongly linked to memory than any other sense. The olfactory bulb, which processes smell, is directly connected to the amygdala and hippocampus - the parts of the brain that handle emotion and memory. That’s why a certain fragrance can instantly pull you back to a moment you thought you’d forgotten; a city, a person, a first dance, a forever vow.

That’s also why we believe every couple should choose a dedicated scent for their wedding day - one that captures the feeling of that moment in time, and lets you return to it again and again with every spritz.

With wedding season approaching, this is the perfect time to find your scent. Whether it’s DŪMBO, with its warm, skin-close character and nostalgic complexity, or any other perfume that speaks to your own story. A wedding fragrance should feel like a secret signature. Something no one else could have chosen for you, but that everyone will remember you by.

If you’re in the process of selecting a fragrance for your big day, here are five thoughtful tips to help you choose a scent that feels personal, intentional, and unforgettable.

5 TIPS FOR CHOOSING YOUR WEDDING DAY PERFUME

1. Start With Emotion, Not Ingredients: Rather than focusing on top notes or trends, ask yourself: How do I want to feel on the day? Confident, romantic, grounded, electric? Let your fragrance evoke that emotion. The most memorable scents are the ones that connect with how you want to be remembered.

   
   

2. Test in Real Life, Not Just on Paper: Your skin chemistry plays a big role in how a fragrance develops, and it can shift with stress, weather, or even what you eat. Always test perfumes on your wrist or neck, and give them time to evolve over several hours. Don’t rush the decision; let the scent unfold naturally, like the day itself will.

   
   

3. Think About Season and Setting: Are you getting married in the height of summer? In candlelight or by the sea? Choose a scent that matches the mood and temperature of your setting; something that feels cohesive with the atmosphere, not at odds with it.

   
   

4. Keep It Distinct From Your Everyday: Even if you have a signature scent, your wedding fragrance should stand slightly apart. Something reserved, sacred, and instantly transportive. It doesn’t have to be dramatic, just different enough to mark the moment. This is about creating a new scent memory that won’t be diluted by the ordinary.

   
   

5. Don’t Overlook the Ritual: How and when you apply your fragrance can be as meaningful as the scent itself. Take a moment before you step into the dress, the suit, the room, and make applying your perfume part of that private pause. It’s not just about smelling good, it’s about grounding yourself in the moment before it becomes memory.

To those planning their own 'big day', whether it’s a grand celebration or something stripped-back and soulful, consider this your invitation to create a scent memory that lasts.

DŪMBO - 50 ML

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Because the flowers will fade. The dress will go back in the box. But the scent? That stays with you.

See you on THE 5TH,

H & G

BTS: WE'RE BACK. MORE PRECISE. MORE PROVOCATIVE. MORE US.

After more than two years of intentional silence, THE 5TH returns. Not as a revival, but as a re-emergence: sharper, clearer, and more committed than ever to creating visceral, boundary-pushing experiences.

So, where have we been?

In short: life evolved.

Our co-founders [we] stepped into new, transformative chapters. George relocated to Switzerland, and Hannah welcomed her first child before making a bold move to Dubai. These shifts brought space, challenge, and perspective, and with them, the time to reflect on who we are and why we exist.

Now, we return with a stronger and more refined vision. A visual refresh that reflects our growth. New ideas rooted in deeper conviction. And a renewed passion for storytelling that stirs, unsettles, and connects.

This next era of THE 5TH isn’t about returning to form, it’s about moving forward with intent.

We’re here. Let’s begin again.

DŪMBO - EAU de PARFUM - 50ML

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Over the coming months, you’ll see the evolution take shape. Some of it will feel familiar; a continuation of the tone and tension that have always defined us. But much of it will be new. More distilled. More elemental. Less noise, more signal.

We’re building slower, but deeper. With ideas that challenge us, and with a vision that favours longevity over hype. The goal isn’t just to create, it’s to create moments that leave a mark. On culture. On memory. On you.

To those who’ve waited, checked in, and never stopped believing in what THE 5TH could be - thank you. This return is for you.

See you on THE 5TH,

H & G

BTS: A BRAND IN PROGRESS

Sometimes it helps to stop and take stock of progress before allowing yourself to become overwhelmed with the big picture. One of the ways we do this is by listening to a good playlist and noting how far we have come, whilst manifesting and planning our immediate next steps that will allow us to achieve long-term goals.

Click here to listen to our latest playlist, 06 Work in Progress.

01 - As It Was (Harry Styles)

02 - Looking Back (Andras, Oscar Key Sung)

03 - Night Blue Skies (Midnight Smoothie)

04 - meadow (owlh)

05 - Mount Everest (Labrinth)

06 - Wait - from 'Three Months' (Troye Sivan, Gordi)

07 - As We Are Now (Saint Raymond)

08 - Fire (Louis The Child, Evalyn)

09 - Livin it Up (Young Thug, A$AP Rocky, Post Malone)

10 - Stolen Dance (Milky Chance)

11 - Awaken/Feel Alive (Big Wild, Surfaces)

12 - Lost (Frank Ocean)

13 - Float Through The Ceiling (DWLLRS)

14 - I Love You So - King Henry Remix (The Walters, King Henry)

15 - Running Around (Goth Babe)

16 - Dreams (Fleetwood Mac)

As a brand in progress, and to continue our mission of transparency, below are some of the areas we are currently focusing on. We hope these brief but regular check-ins help to hold us accountable whilst bringing you along for the ride:

• Refining formulas for new products,

• Designing bespoke solutions for the aforementioned new products,

• Exploring scent notes for future fragrance launches,

• Growing THE 5TH community through social media and word-of-mouth,

• Developing our business plan to ensure the longevity and growth that we aspire to achieve for THE 5TH.

See you on THE 5TH,

H&G