Byredo – 'Unnamed'

Created in 2016 to celebrate the 10th anniversary of Swedish fragrance house Byredo, the limited edition ‘Unnamed’ perfume is back. Enjoy it while you can…

BY CLAIRE BINGHAM

The paradigms of perfume are shifting. It’s less cool to buy into a campaign image. It’s cooler to buy into niche. It’s extra cool to buy into a perfume when you don’t even know its smell. Or at least you do, but you have to identify it for yourself.

Always ahead of the curve, Swedish cult brand Byredo has relaunched its limited edition fragrance ‘Unnamed’. Back by popular demand, the perfume is literally unnamed – the point being to create olfactory associations of your own. Scent is subjective, after all, so this allows for your own thoughtful interpretations to flex their might. Minus ingredient cues, minus advertising, simply how does it make you feel?

Clever to the core, Byredo founder and creative director Ben Gorham has left the white label of ‘Unnamed’ blank, so you can call it whatever you like. The scent comes with a set of chic black transfers, including the letters of the alphabet, numbers, punctuation marks, symbols and signs, so you can add your own monogrammed title or just handwrite a name in the space. This is hyper-personalisation, courageous, creative and open to ideas. 

‘The names of the Byredo fragrances often describe the origin of an idea, a thought that leads to a brief presented to the perfumer,’ explains Gorham. ‘With fragrance being completely subjective these names spark the imagination of the perfumer and finally the customer. They each experience the fragrance even before they smell the ingredients in the bottle. We still find it fascinating that people interpret our fragrances in so many ways.’

Gorham continues: ‘To celebrate Byredo’s 10-year anniversary we created an unnamed fragrance that allows our customers to choose a name meaningful to them, and customise the label of their bottle. This is our way of celebrating the notion and uniqueness of smell and an opportunity to thank our partners, retailers and staff as well as the loyal customers who have supported and grown Byredo to what it is today.’

For people interested in the different messages it is possible to get across through perfume, and the effect it has on how we live and think, this concept is for you. For me, this fragrance is all violets and soft suede. I just need to work on the name…
byredo.co.uk

‘Unnamed’ eau de parfum re-edition, £160 for 100ml, is available now from select retailers and byredo.co.uk

Byredo hair fragrance

The trend for high-end hair fragrance shows no signs of slowing down. Now Byredo, our favourite Swedish parfumeur, has taken pole position with these elegant scents.

BY AMY BRADFORD

Stockholm scent brand Byredo continues to expand its offering of aromatic delights with a new hair perfume, available in three of its signature fragrances 'Gypsy Water', 'Bal d’Afrique' and 'Blanche'. Designed to hydrate and smooth hair as well as adding a veil of scent, it reflects the perfume industry’s increasingly adventurous mood. ‘People are more experimental today, applying fragrances in various forms,’ says Byredo founder Ben Gorham. ‘Our focus has been very much on the smells, but now we want to consider innovative ways to use perfume.’ Sounds good to us, and the sleekly minimal black and white dispensers will look a treat on our dressing table.
byredo.com 

Byredo hair fragrances, £37 each. Available in the UK exclusively from selfridges.com  Go to byredo.com for local stockists