For the launch of the new scent, Byredo enlisted its long-time collaborator Craig McDean to shoot its campaign. The photographer and label previously worked together on a book launch with accompanying merchandise, and this time around shot its campaign using a group of young people they found around the streets rather than through conventional modeling routes.
The people used pose simplistically and see their faces covered in words, ones they spoke in an interview during the shoot. Speaking about Lil Fleur, Gorham says, “I feel that perfume often tries to capture one idea or one emotion; Lil Fleur is about capturing a complex personality, one we can all recognize. As a brother to a sister and a father to a daughter, in my experience, it does not get more beautiful and interesting than the personalities of a young spirit.”
Lil Fleur is a youthful, unisex fragrance that combines top notes of saffron, cassis, and tangerine with a heart of leather and Damascene rose oil. When paired with the base of amber, blonde woods, and vanilla, the scent comes together to deliver elements of sophistication, warmth, and sweetness throughout the wear.
Take a look at Byredo’s Lil Fleur campaign shot by Craig McDean above, and pick up a bottle for yourself on Byredo’s website now. 50ml retails for $180 USD, while 100ml retails for $265 USD.
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