Byredo founder, Ben Gorham, has always created scents that are inspired by his own eclectic upbringing. Born in Sweden, Gorham’s mother is from India and his dad is half-Scottish, half-French Canadian.
Although, this time around, it’s the spirit of youth that’s at the heart of the new scent, Lil Fleur. It hints to promise and potential with a grounding sincerity through the use of damascena rose, cassis, tangerine, saffron, blonde woods, amber and vanilla.
Side note: We also give a standing applause to the campaign imagery. Shot by legendary Craig McDean with fashion favourite art directors, M/M Paris, it portrays “a cast of real-life characters as a living and multi-faceted embodiment of its teen spirit.”