Byredo offers its own subversive and liberated definition of strength and beauty in the new campaign for its Blanche collector’s Edition.
Born from the desire to translate memories and emotions into products, the Swedish brand founded in 2006 seeks to show itself in a new light by disrupting what has been its brand identity until now.
Far from the obvious, often used to create easy storytelling, Byredo personifies gentleness and delicacy through the figure of two unexpected athletes. Under the eye of photographer Kacper Kasprzyk, UFC heavyweight fighter Ilir Latifi and professional dancer and bikini fitness athlete Rebecka Eklund show beauty and softness, strength and delicacy. Their powerful bodies reveal a certain image of physical purity, wrapped in flawless white cotton. Ben Gorham, founder and creative director of Byredo, seeks to dismantle his codes of beauty in an intimate and touching portrait.
Whether natural, artistic, free, sensitive, beauty gives us the opportunity to reaffirm, even implicitly, our singularity, and that of our existence as a spirit. It is this singularity that Ben Gorham explores in the perfume Blanche, and we have not finished losing ourselves in its captivating scents…
Limited Edition available from 01 July 2021