I must say, I’m not quite sure what  I was expecting from the new Ed Hardy fragrance for men but whatever it was those expectations have been exceeded. Inspired by Christian Audigier, the man behind Von Dutch, it’s a bright, sparkly fragrance full of clean, crisp herby notes but with a warm, sensual dry-down.

There’s also something in it that reminds me of the Victory V sweets I loved so much as a child. In all honesty, I think I expected it to be bland in a Lacoste kind of way way but no, it’s actually quite distinctive. And with its tattoo bottle (which emits a delightful squeak as you open it) for sheer fun it gets the full five stars. In fact, without wishing to make myself sound like to much of an old fogey, I can categorically say that the young ‘uns are gonna absolutely love it!

Ed Hardy Original Man, is available now priced £35 for 50ml eau de toilette. For more info go to www.edhardyfragrances.co.uk