Byredo is a European luxury brand that was founded in Stockholm in 2006 by Ben Gorham. With a passion for translating memories and emotions into exceptional products and experiences, Byredo aims to reinvent the world of luxury. Embracing a new approach driven by emotions, current happenings, and the zeitgeist, the brand offers a wide range of fragrances, home scents, leather goods, and accessories, available in over 40 countries. Byredo inspires and brings meaning to their products through a timeless yet creative design.
Byredo’s Pop Culture Impact: Collaboration with Travis Scott
One reason you may have heard of Byredo is its association with pop culture. A remarkable collaboration between the brand and the infamous rapper, Travis Scott, caused a massive hype. Last December, they launched a scented candle and an exclusive perfume named “Space-Rage,” which sold out within 24 hours. The collaboration not only excited Travis Scott fans but also captivated the market with its unique selling point—the scent of the products aimed to capture the essence of space.
One of the reasons why you may have heard of Byredo is pop culture. Thanks to a collaboration with Travis Scott, the brand experienced a huge hype. The infamous rapper and Byredo launched a scented candle and an exclusive perfume called “Space-Rage” last December, which sold out within 24 hours. And not only were all Travis Scott fans super excited about this collab, but also their selling point was pretty unique: the scent of the products were supposed to capture the smell of space.
And now, with a new season, Byredo launched a new scent. Last week they introduced the scent “Mixed Emotions”. This perfume reflects on our current turbulent times and insatiable realities. Our world is constantly changing and amidst this horrifying rollercoaster ride, Mixed Emotions is supposed to offer a moment of stillness and reflection.
New Season, New Scent: Introducing “Mixed Emotions”
Continuing their innovative journey, Byredo has recently launched a new scent for the season. “Mixed Emotions” is a perfume that reflects our turbulent times and insatiable realities. In a world constantly in flux, amidst this rollercoaster ride, “Mixed Emotions” offers a moment of stillness and reflection.
Byredo’s “Mixed Emotions” Perfume: Capturing the Collective State of Mind
Byredo describes “Mixed Emotions” as an olfactive sketch of our current collective state of mind. This fragrance encompasses comforting notes of maté and the sharp sweetness of cassis, encapsulated within a wooden framework. The reassuring scent of black tea, tinged with violet leaf synthetics, completes this captivating aroma.
Top: Mate, Blackcurrant
Heart: Ceylon Black Tea, Violet Leaves
Base: Birch Woods, Papyrus
And with the scent “Mixed Emotions” comes an interesting campaign video, which is also channeling the zeitgeist of our uncertain times. It includes musical pieces, poetry, dance and much more. I would say, Byredo hit the nail on the head with their interesting way of creating and marketing their new scent.
header collage by Muriel Breu