Byredo Launches New Fragrance ‘De Los Santos’ Celebrating Life

With Byredo, it’s by no means nearly making a product – it’s about telling a narrative.Our relationship with magnificence and perfume has modified immensely since earlier than the pandemic, and because of this, so have our views. “Over the previous 12 months, I began to discover how totally different cultures approached the thought of loss in an effort to shift my private perspective,” mentioned the label’s founder, Ben Gorham.”I didn’t need to ‘transfer on’ or ‘transfer ahead,’ as a result of that implied forgetting. Instead, I wished to create a solution to have a good time my recollections, to honor the great thing about life, and to translate that into scent,” he continued. And so, De Los Santos was born.Created as a celebration of life, the perfume was created following a interval of loss and is designed to deliver again recollections. It is a spice-filled scent, with earthy notes in addition to hints of amber and incense, and there is one thing comforting concerning the odor.In truth, the fragrance is an homage to Día de los Muertos and All Saint’s Day and celebrates the ritual of remembrance.Of course, Byredo’s signature visuals are additionally a part of the marketing campaign, shot by Estevan Oriol.”My background is in hip-hop, streetwear and lowriding. And just lately right here, there’s been a resurgence of younger ladies in lowrider tradition bringing again 80s and 90s Chicana model in how they costume,” he mentioned. Oriol has develop into identified for his distinctive perspective of Los Angeles, capturing his personal neighborhood and telling their story.“Most individuals have story should you dig deep sufficient, however with the individuals I select: their face tells the story.”Because the perfume celebrates life, Byredo is internet hosting an occasion in London to spotlight the discharge – in addition to to spotlight the current. It will happen within the label’s retailer in Soho, right this moment on March 24.De Los Santos is at present obtainable for buy and retails at £182 GBP for a 100ml bottle. Personally, I’ve beloved the perfume since I first smelled it out of the bottle, and the sensation of sporting it’s even higher.

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