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July 25 2014

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Byredo’s Newfound Flower Power

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Seven and a half years and twenty-odd fragrances after launching his hit brand, Byredo, Ben Gorham reckons he has finally conquered his fear of florals. “Most of my initial work was on woody accords and incense—I was really self-indulgent in that respect. I had a fear of florals because to me they were very traditional.” Then, about six years ago, he traveled to Jaipur, where he gave his cousin away at her wedding. The visual and symbolic importance of the flowers (as well as their fragrant effect) during that weeklong festivity changed his mind. Flowerhead, Byredo’s rendition of the garlands traditionally worn by Indian brides, was created in collaboration with perfumers Olivia Giacobetti and Jerome Epinette and is composed around three blooms: rose, wild sambac jasmine, and tuberose. “We tried to capture a true floral but still keep it modern and relevant so that it does not smell like florals of the past,” he explained—an approach that comes through in notes of Sicilian lemon, angelica seeds, and lingonberry. It’s a new dimension for Byredo, and it may just be a foreshadowing of what’s yet to come, which Gorham told Style.com may have nothing to do with scent.

$220; byredo.com

Photo: Courtesy of Byredo

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