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Inspired by the contrasting nostalgia and growing modernity, Byredo’s new fragrance “Mumbai Noise” is a colorful scent with notes of Davan, coffee, and sandalwood. Collaborating with photographer Ashish Shah, the fragrance captures an adventure in scents that is the East Indian city.
The fragrance is a mix of founder Ben Graham’s visits to Mumbai as a child and his visits as an adult. The melting pot of Mumbai is expressed through this scent, with nostalgic and contemporary characteristics.
The campaign collaborated with Ashish Shah to capture the themes of the fragrance, reminiscent of Mumbai’s growing modernity and the different faces of the city, featuring drag performers, activists, and artists.
Debuting at a pop-up at The Grove in Los Angeles, Byredo created a space that is reminiscent of Indian stone structure, splashed with the campaign imagery. The pop-up cocktail party held last night consisted of influencers such as Alexa Losey, Matt Champion, and Mia Moretti.
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createdAt:Fri, 22 Oct 2021 21:29:10 +0000
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