Byredo Parfums launches a new ‘flowery’ fragrance at the Paris Gallery for Spring 2014
This season its a visit back to his cultural heritage for Byredo’s Creative Director, Ben Gorham. The Flowerhead Eau de Parfum is a fragrance inspired by his own Indian wedding. A grand scale event that is as much about the union of two families as two individuals and is highly symbolic, with flowers playing a central role.
Garlands are exchanged between bride and groom as a token of mutual respect. Couples are often showered with petals by the groom’s brother for spiritual protection. Flowers are abundantly used for the mandap wedding canopy – which is entirely covered in exotic blooms – to the spiritual pooja rooms and verandahs. The explosion of colour that results from it is wildly celebratory and the scent is overwhelming.
Byredo is a Stockholm-based brand founded in 2006 by Ben Gorham. Its portfolio currently include perfume, home fragrance, body care and accessories. A distinct focus on select craftsmanship and quality is a Byredo signature, and today Byredo is sold at select retailers in 45 countries as well as online.
The heart of Flowerhead features wild jasmine sambac. A blossom native to southern India, the sambac flower is much larger and more luscious than its European cousin and is traditionally used in the hair of the bride and in the leis worn by the couple. This fresh, white floral scent is light and uplifting. misted with a snapped-stem, green accord and combining sensual yet dewy tuberose with rose petals for good luck, both are essential to the olfactory impact on such occasions. These central classics are teased apart by a triumvirate of piquant ingredients that bring forth their finest qualities – the sharp, bright fizz of the Sicilian lemon, the sweet herbal spice of angelica seeds and the fruity bite of the lingonberry.
The effect creates a riot of dancing notes that merge and separate continually. The complex ritual of light and dark, sweet and sharp, soft and keenly faceted will delight your senses. This is a vivid sacrament that distils the union of the physical and the spiritual and celebrates the pure beauty of the blossoms, spotlighting each in turn as the fragrance reclines on to a warm soft bed of fresh amber and suede. The Flowerhead Eau de Parfum is indeed an olfactory toast to the romance and passion of nature.
The Flowerhead Eau de Parfum (100 ml) is priced at AED 880. The 50 ml version is available at a retail price of AED 590. You can visit the Paris Gallery.