With Byredo, it is never just about creating a product – it is about telling a story.
Our relationship with beauty and fragrance has changed immensely since before the pandemic, and as a result, so have our perspectives. "Over the past year, I started to explore how different cultures approached the idea of loss in order to shift my personal perspective," said the label's founder, Ben Gorham.
"I didn’t want to ‘move on’ or ‘move forward,’ because that implied forgetting. Instead, I wanted to create a way to celebrate my memories, to honor the beauty of life, and to translate that into scent,” he continued. And so, De Los Santos was born.
Created as a celebration of life, the fragrance was created following a period of loss and is designed to bring back memories. It is a spice-filled scent, with earthy notes as well as hints of amber and incense, and there's something comforting about the smell.
In fact, the perfume is an homage to Día de los Muertos and All Saint's Day and celebrates the ritual of remembrance.
Of course, Byredo's signature visuals are also part of the campaign, shot by Estevan Oriol.
"My background is in hip-hop, streetwear and lowriding. And recently here, there’s been a resurgence of young girls in lowrider culture bringing back 80s and 90s Chicana style in how they dress," he said. Oriol has become known for his unique perspective of Los Angeles, capturing his own community and telling their story.
“Most people have a good story if you dig deep enough, but with the people I choose: their face tells the story.”
Because the fragrance celebrates life, Byredo is hosting an event in London to highlight the release – as well as to highlight the present. It will take place in the label's store in Soho, today on March 24.
De Los Santos is currently available for purchase and retails at £182 GBP for a 100ml bottle. Personally, I've loved the fragrance since I first smelled it out of the bottle, and the feeling of wearing it is even better.