Hands up, who loves Byredo! The Stockholm-based fragrance house has collaborated with French creative partnership, M/M (PARIS) on a new eau de parfum, M/MINK.
The collaboration came about in a truly unconventional way, with M/M (PARIS) design duo Michael Amzalag and Mathias Augustyniak presenting their own concept to Ben Gorham, of Byredo.
Their chosen images included ‘a block of solid ink purchased in Asia, a photograph showing a Japanese master practising his daily calligraphy and a large utopian formula that Mathias drew on Korean traditional paper.
Their objective was to create the scent of an image (a kind of synaesthesia), firstly evoking the smell of ink and developing to signify the ‘idea’ of ink.
Along with renowned perfumier Jerome Epinette of ROBERTET, Ben distilled these ideas of traditional eastern craftsmanship and created a unique, intriguing scent.
The fragrance opens with Adoxal and has a heart of incense and a dry down of patchouli leaf, clover honey and amber.
Michael and Mathias established M/M in 1992 as a means of working across all creative mediums, including art, fashion and music. Byredo is the niche, luxury perfume house responsible for modern classic scents such as Baudelaire, Fantastic Man, Rose Noir and Pulp.
The M/MINK campaign will feature existing images of photographers Inez Van Lamsweerde and Vinoodh Matadin covered in smudged black ink, creating a series of artwork.
M/MINK will be pre-launched on 12th September at colette and will be available from October 2010 at .
The fragrance will be available in 50ml and 100ml sizes. A collector’s set containing a series of postcards designed by M/M (PARIS) will be available in limited quantities at launch at selected retailers.