Why Byredo’s new perfume captures the zeitgeist

Byredo is a European luxury brand, which was founded in Stockholm in 2006 by Ben Gorham. His ambition is to translate memories and emotions into products and experiences.

Byredo aims to reinvent the world of luxury through a new approach, where creation is led by emotions, current happenings, the zeitgeist. The brand offers fragrances, home scents, leather goods and accessories, and is sold in more than 40 countries. They want to inspire and bring meaning to their products through timeless, yet creative design.

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.

Byredo describes the perfume as “an olfactive sketch of our current, collective state of mind. Comforting notes of maté and the sharp sweetness of cassis sit within a wooden framework; the reassuring scent of black tea disturbed by violet leaf synthetics.”


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