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

by | n by Nendo

Japanese design studio Nendo turns typographic with its simple yet effective packaging for its own new range of cosmetics

BY AMY BRADFORD

Stellar Japanese design studio Nendo has turned its attention to the beauty world with the launch of 'by | n', a new line of body products developed with cosmetics label Beauté de Sae. Oki Sato's chic typographic design embodies Nendo’s signature pared-down style – each bottle is adorned with a large letter, cut out from the label, representing each product type ('S' for shampoo, 'B' for body wash, 'L' for body lotion and so on). Available in two fresh fragrances, the cream label denotes a floral citrus scent while the blue label indicates redolent citrus herbs.
nendo.jp

'by | n' from JPY 2,052. Available exclusively from Seibu department stores sogu-seibu.jp
Pictures: Akihiro Yoshida