Byredo

Byredo · Byredo Future Memories

Byredo continues to refine its visual language in the Future Memories fragrance campaign, a masterclass in modern minimalism that bridges the gap between botanical artistry and high-end beauty marketing. Under the sharp vision of creative director Ronnie Cooke Newhouse, the project strips away the noise to focus on the essential dialogue between raw organic texture and industrial design. The primary imagery centers on a singular, iconic perfume bottle, its clear glass and rounded black cap anchoring a vibrant composition of scattered flower petals. These organic elements, splashed across the frame in shades of vivid pink, yellow, and deep purple, create a sensory tension against the stark, reflective white surface. Photographer Arnaud Lajeunie elevates this juxtaposition through deliberate execution, utilizing studio strobe lighting to achieve a crisp, even clarity that accentuates the delicate transparency of the glass while allowing the saturated floral hues to pop with remarkable depth. By framing the fragrance not just as a product but as a memory trapped in geometry, the campaign leans into a sophisticated, editorial aesthetic. The result is a highly curated visual narrative that feels both timeless and grounded in contemporary luxury photography. Every element, from the deliberate scattering of petals to the precise lighting control, works in unison to capture the ephemeral nature of scent, ensuring that the imagery remains as evocative as the fragrance it promotes.

Byredo · Byredo Bal d’Afrique 2026

Byredo continues to master the art of sensory storytelling with its latest campaign for Bal d’Afrique, a project that elevates the fragrance category through a fusion of high-fashion editorialism and rhythmic, natural movement. Captured with an expert eye by photographer Philip-Daniel Ducasse, the series relies on the fluidity of the human form to mirror the complex, evocative notes of the scent. Through the collaboration of fashion editor and stylist Raphael Hirsch alongside fashion market editor Jahn Affah, the campaign leans into a sophisticated aesthetic characterized by textured fringe, bold cobalt tailoring, and metallic mesh layering. These visual elements provide a tactile counterpoint to the minimalist, neutral backdrops of weathered concrete and warm wooden paneling. The campaign utilizes natural light to accentuate the depth of tone and the subtle sheen of silk, grounding the high-concept imagery in a visceral reality. Featuring models Amaka Okafor, Ottawa Kwami, and Jean Desire, the portraiture emphasizes a narrative of dynamic poise, where the subjects exist in a space between stillness and choreography. By blending commercial precision with an expressive editorial lens, this project reinforces Byredo’s position as a leader in beauty branding, proving that the most effective fragrance campaigns are those that translate abstract olfactory experiences into a powerful, tangible visual language that resonates far beyond the shelf.

Byredo · Year of the Dragon: Coming Home 2024 Ad Campaign

For their Year of the Dragon: Coming Home campaign, Byredo leans into a sophisticated synthesis of heritage and contemporary luxury. Under the creative direction of Ben Gorham and captured through the precise lens of photographer Leslie Zhang, the fragrance and beauty brand orchestrates a visual narrative that feels both deeply rooted in tradition and strikingly modern. The campaign imagery utilizes a masterfully controlled palette where saturated, deep red backgrounds function as a bold, cinematic canvas for East Asian iconography and minimalist composition. Through the use of studio strobe lighting, the work highlights the intricate textures of traditional garments, glossy surfaces, and the tactile nature of floral arrangements and ritual objects like the carved white dragon sculpture. Each frame operates as an editorial portrait that balances symmetry and grace, intentionally avoiding clutter to let the subjects and the brand identity resonate. By weaving together elements of editorial lifestyle and commercial precision, the project creates a high-concept dialogue between the legacy of the Lunar New Year and the aesthetic discipline for which Byredo is renowned. The result is a polished, live-action technique-driven showcase that feels less like a traditional advertisement and more like an elevated study in texture, shadow, and color, effectively capturing the spirit of a homecoming through a lens of curated, refined minimalism.

Byredo · Kantha Blueprint Bag Fall 2024 Ad Campaign

For the Byredo Kantha Blueprint Fall 2024 ad campaign, creative director Ben Gorham leans into an austere, high-concept visual language that elevates the everyday accessory to a piece of sculptural art. Captured by photographer Luis Alberto Rodriguez, the series employs a cinematic approach characterized by intense low-key chiaroscuro lighting and dramatic studio strobe setups, which strip away the superfluous to highlight the intrinsic architectural quality of the Kantha Blueprint bag. Through a lens of editorial minimalism, the campaign oscillates between intimate portraiture and cold, tactile commercial still life, often juxtaposing the leather goods with raw, organic elements like potatoes to emphasize the rugged, hand-stitched detailing of the product. Featuring models like Bibi Breslin, the images channel a moody, introspective energy where the human figure acts as a deliberate frame for the bag's distinctive silhouette. Stylist Katie Burnett anchors the aesthetic in a dark, textured palette, while the deliberate use of grainy, high-contrast imagery reinforces the campaign's sophisticated, art-house sensibilities. By eschewing typical fashion tropes for this stark, evocative narrative, the collaboration between Rodriguez and the Byredo team transforms the accessory into a centerpiece of a deeper, almost rhythmic visual composition that rewards a long, searching gaze from the viewer.

Byredo · Bedheads

Byredo embraces the candid beauty of stillness in Bedheads, a fragrance and beauty campaign that elevates the domestic intimacy of a lazy morning. Through a series of carefully composed diptychs, the project explores the intersection of personal grooming and modern leisure, translating the brand's penchant for cool-toned sophistication into a series of intimate narratives. Photographer Casper Sejersen captures his subjects with an editorial sensibility, leaning into a dreamlike, high-fashion aesthetic that prioritizes texture over artifice. The imagery utilizes natural light and soft, diffused studio strobe lighting to emphasize the tactility of tousled hair and crisp linens, effectively bridging the gap between lifestyle portraiture and high-concept branding. Fashion editor and stylist Rikke Wackerhausen weaves a consistent visual thread throughout the series, curating a wardrobe of simple basics that ensures the focus remains on the intentional dishevelment of the hair, expertly crafted by hair stylist Rudi Lewis. With subtle touches from makeup artist Trine Skjøth, the portraits capture a raw, quiet humanity that feels both staged and remarkably spontaneous. By focusing on the interplay between voluminous manes, plush fabrics, and everyday digital detritus, Bedheads creates a serene, tactile atmosphere that perfectly encapsulates the intersection of beauty and lifestyle photography in a contemporary, minimalist frame, solidifying Byredo’s reputation for narrative-driven, visually arresting creative output.

Byredo · Virasaat jewelry collection

Byredo · Byredo Holiday

Byredo · A Juju State of Mind

Byredo · Byredo Holiday Campaign

Byredo · POLAR HARMONY

Byredo · BIBLIOPHILIA

Byredo · Byredo’s Freestyle Swimsuit