Chic Scandi-brand Byredo celebrates its tenth anniversary this year with the launch of a new fragrance – its so cool it doesn’t even have a name…
The new creation is Byredo’s seventh launch in 2016 after Cuir Obscur, Heliotropia, Super Cedar and three fragrances within Oliver Peoples’ line (Rosewood, Moss and Mustard).
“Founder Ben Gorham decided to propose a nameless fragrance that leaves everyone free to create their own interpretation, with no semantic boundaries. The set of letters included allows limitless chances to find the perfect name and to let emotions and memories be the guide.”
No name. No direction. Just an immaculate label; the promise of a story to write as your own. A blank page upon which your feelings may flow.
The simplistic unisex style of all Byredo products achieves a new level of minimalism here; no words but the brand name and the concentration of the juice are listed on the bottle. For the moment we don’t even have information about the notes or character of the composition. We know only that it was composed by Jerôme Epinette – the nose behind Byredo’s best-seller Bal d’Afrique and also La Tulipe.
“From the moment he founded Byredo, Ben Gorham has created fragrances with words that he then gives over to perfumer Jérôme Epinette. He knows their power. How they can influence perception. To celebrate the tenth anniversary the brand, Ben Gorham decided to propose a nameless fragrance that leaves us free to create our own associations, with no semantic boundaries.”
Byredo by BYREDO (well we can call it that at least!) will be available from August; The fragrance will be available as a 1.7 fl oz/50ml Eau de Parfum.
See more at www.byredo.com
