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 errs 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 6 brightly coloured pastel screen prints onto which he has handwritten 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.”