Curious relationship between smell and memory. The brain associates them in milliseconds and articulates a story that will start again when the stimulus travels through the air to the nose again. The process has its own name: Proust effect, you know, the most famous cupcake dipped in tea in the history of literature that In Search of Lost Time triggers a flashback of childhood memories. It is not a literary license because numerous scientific studies confirm that, of all the senses, smell is the one that remembers best.
Ben Gorham, founder and creative director of Byredo, is a faithful follower and believer of this innate connection. Swedish with a nomadic life and Indian and Canadian roots, he creates perfumes that are a true reflection of his own multiculturalism, his history, his personality and his travels. They seem created with brushstrokes and intertwined with fragments of memory with the desire to be different. Reflection of his time, bites of reality. There is his Mixed Emotions translating moments, ideas and contradictions into aromas. Or its comforting Bibliothèque candle, comfortable like a leather armchair. Emotions as a creative engine.
Memories take Gorham to his native Sweden this year, the fantasy of Scandinavian tales and legends brought to life through the meticulous skill of Swedish illustrator John Bauer: “His illustrations weave a tapestry of memories in my mind and connect the tradition with the magic of childhood. His work captures the essence of Swedish folklore and intertwines it with the untamed beauty of nature,” notes the founder of Byredo.
Mythological creatures, enchanted landscapes suspended between the dreamlike and the real, frozen fragments… The brand invites you to share a fairy-tale Christmas, but it also opens the door to legendary heroes and heroines. Exclusive fragrances, candles, makeup and body care products – the hand creams are delicious – gift wrapped.
How to get it right when giving a perfume? Always thinking about others is a good option and deciding on a brand’s favorite aromas reduces risks. Bal d’Afrique is one of Byredo’s first perfumes, when the mirror of memories and smells was almost an obsession. Gorham was inspired by reading the diaries of his father, who lived and worked in Africa for more than a decade.
Rose of No Man’s Land is a curious approach to the rose. It is the nickname that soldiers dedicated to the nurses who saved thousands of lives in the First World War and it smells of tenderness. Gypsy Water is an ode to the nomadic life, evoking nights in the forest around a bonfire with accords of pine, sandalwood and citrus notes. Mojave Ghost is also woody, a perception of the desert where a powdery violet stands out, timid. The 250 ml Christmas edition, with limited edition boxes, coexists with a leather travel case with 3 12 ml bottles.
Doubts? Set of 24 individual 2 ml vials with the most recognizable perfumes or a decided commitment to the uniqueness of the latest launches Eyes Closed, warm and comfortable, with cinnamon and cardanom, and Animalique, olfactory interpretation of primary instincts
Scented candles are one of those details that never fail to thank you for an invitation to the table. They are usually released immediately to create atmosphere in meetings that last longer. If accompanied by a luxury wick trimmer, or a Christmas candle cover, they border on perfection.
A new scent that smells like Christmas? Choco Mascarpone has been designed for these holidays. A candle that presents itself with a pleasant aroma of roasted coffee, transitions to the rich and enveloping floral notes of Indian jasmine absolute and settles with a touch of dark chocolate.
Byredo makeup has a curved, architectural design, thought of as a small art object. Lucia Pica interprets the party with the Self Illusion palette, in which matte and shiny textures interact. She eyeshadows in five shades ranging from blue to metallic gray to terracotta brown and golden beige. The Eroded Echo mascara, with an original shade between blue and gray, and the Kajal Perplexed pencil deepen the look. Lips are comforted and protected with a cult balm, or covered in ruby ????with the Red Delusion stick.
