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BTS: DŪMBO AND A BRITISH VOGUE WEDDING

  • Writer: George Lawrence
    George Lawrence
  • Jun 5
  • 3 min read
Bride and groom joyfully walk down a street, holding hands. Bride wears a veil, groom in a suit. British Vogue logo appears.
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.



Bride in a white dress and veil enters The Ritz Hotel, guided by a doorman in a top hat. Elegant stairs and gold details in the background.


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.





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

 
 
 

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