Byredo + M/M
Exquisite Swedish perfume brand Byredo has teamed up with the talented French creative team M/M for a new Eau de Parfum M/Mink, a concept driven scent created upon three ideas: Asian ink, a photo of a Japanese calligrapher and an utopian concept drawn on traditional Korean paper by Mathias Augustyniak (M/M). This scent is firstly perceived as ink, before transforming gradually to the idea of ink, before finally arriving at a scent that will remind you of the ink that is most precious: the blood that flows in our body! There’s a predictably fabulous ad campaign by M/M (reusing existing images of photographers inez van lamsweerde & vinoodh matadin). Check out the whole concept in advance preview at colette from 13 September, where an exclusive collectors set including posters and postcards will be available.