Byredo has launched Eyes Closed, its latest eau de parfum.
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Eyes Closed offers scent notes of cinnamon, cardamom, carrot, orris butter, ginger, papyrus and patchouli
Ben Gorham, founder and creative director, Byredo, shared, “Pulling away from screens that imitate closeness, we might be more in tune with each other if we simply close our eyes and shut out the physical world.”
The fragrance campaign is said to be inspired by the photographer Alasdair McLellan's work, The Perfect Kiss, Gorham attempted to evoke that world of imagination and emotion through scent. The release explains, "The two together for Eyes Closed embrace the peculiar synaesthesia of the perfume world: of how you might see fragrance and scent emotion."
McLellan said, “Closed eyes is a motif in my photography. I’ve always liked it – there’s a vulnerability to it. Sleep, ecstasy, laughter, death… All the clichés, but it does evoke all sorts of emotions; some things that are left unsaid only felt, both for the person in the picture and for the one looking.”