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…


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…

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

JonOne x Guerlain

American street artist JonOne has reimagined Parisian perfumer Guerlain's classic bee bottle to create an extremely collectable work of art


Guerlain’s bee-embossed perfume bottle, created in 1853 to celebrate the marriage of Napoleon III and Empress Eugénie, is an icon in the fragrance world. Now, it has been reinvented by American street artist JonOne in vibrant, opaque spray-painted colours for a covetable limited-edition collection.

Choose from three classic Guerlain scents: Shalimar (edition of 34, blue tones), Rose Barbare (edition of 32, orange tones) and La Petite Robe Noire (edition of 32, pink tones); each bottle is hand-signed, graffiti-style, by the artist. See them at Guerlain’s flagship store on the Champs-Elysées in Paris, where JonOne will also be transforming the interior with an explosion of colour (exhibition until 28 February 2016). It may well be a case of look but don't touch though as each bottle is priced at an eye-watering €9000. One for the bank vault we think...

ABOVE FROM LEFT: 'La Petite Robe Noire', 'Shalimar', 'Rose Barbare', €9,000 each for 1000ml

La Maison Guerlain, 68 avenue des Champs-Elysées, Paris, France

Diptyque Holiday Collection

If you're looking for that last-minute stylish stocking filler then these beautiful limited edition candles from Diptyque have come to the rescue...


Not all Christmas candles are created equal. Each year Diptyque releases a limited edition of scents that will bring warmth to your home beyond the festive season. This year’s 'Holiday Collection' includes the cinnamon-laced ‘Épice’; ‘Hiver’, evocative of wood fires and roasted chestnuts; and ‘Résine’, an intense pine fragrance. Perfect packaging comes courtesy of French art collective Qubo Gas, whose colourful abstract designs are illuminated with flashes of gold.

ABOVE FROM LEFT: ‘Épice’‘Hiver’ and ‘Résine’ candles from the 'Holiday Collection'. From £26 for 70gm