The new Eau de Parfum M/Mink is a collaborative effort between Stockholm based fragrance house Byredo and creative partnership M/M (Paris).We have been a big fan of Byredo for a while already an this is certainly an interesting creative mash up.
“In 2009, reversing the usual idea of receiving a brief from a client, they invited Ben Gorham of byredo to their studio in Paris and presented him a creative direction and concept — 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. Together with renowned perfumer Jérôme Epinette of robertet, Ben translated these three images into a fragrance. The result is a truly unusual and unique composition. Opening with adoxal, the heart consists of incense with a dry-down of patchouli leaf, clover honey and amber. m/mink eau de parfum is simple in structure but extreme in character.
To represent and promote m/mink, m/m (paris) are reusing existing images of photographers inez van lamsweerde & vinoodh matadin to develop a series of new artworks. They have together collabored intensively over the last 15 years on fashion campaigns for brands such as Balenciaga, Calvin Klein, Givenchy or Yohji Yamamoto…, as well as working in close collaboration with musician Björk.”
Look out for a release of the new perfume in October 2010 at colette and other premium retailers.
You can check out the advertising campaign for the perfume after the jump.