Spring Artist Series with Hayden Kays

Kays, who now lives by the sea in Margate, grew up during the 80s and 90s, and was therefore able to enjoy a particularly creative period for British advertising: ‘I’m sure all my work stems from that era – the copy and the jingles were really funny,’ says Kays. ‘It’s easy to get overwhelmed with negativity, especially in the last 12 months, and so I like to make things which err on the more hopeful and optimistic side of life.’

For the Jo Malone London Spring Artist Series Kays has duly obliged with a series of six brightly coloured pastel screen prints onto which he has hand written whimsical and sentimental slogans about love. Kays is famous for typing out his slogans on an old-fashioned typewriter. A prime example reads, ‘If I wasn’t straight I’d be gay’. Handwritten slogans are therefore a slight departure from this signature style. ‘I think using my own handwriting gives them a more personal feeling rather than something too official,’ says Kays. ‘And I chose colours which are very spring-like – hopeful pastels in softer tones.’ The colours have been loosely applied with broad brush strokes for a sense of energy and movement. ‘There's a feeling that they're going to change as well,’ explains Kays. ‘I quite like the idea that nothing is permanent.’