Byredo's Lil Fleur Fragrance Campaign Celebrates Teen Spirit
With interviews that delve into identity, memory and the meaning of happiness.
Byredo is celebrating youthfulness and gender-free expression with the release of its latest fragrance, Lil Fleur, as well as accompanying film interviews that explore notions of memory, scent, identity, subjectivity and objectivity. The interviews delve into the people — both inside and out — who are inspiring and wearing Lil Fleur.
The film interviews were conducted with six girls, including Lauryn Schmid, Olivia Beeken, Ava Gridley, Brooke Davis, Ruby Salvatore Palmer and Nayah Blake, who each represent different elements of the fragrance. They were asked seemingly innocuous questions, each of which would provide them with everyday revelations that are surprisingly deep and honest. Their answers were revealing in terms of character and showed why each girl was chosen to personify an aspect of Lil Fleur.
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Craig McDean, the photographer and videographer behind the campaign, also tapped into nostalgia during the creative process. “Photographing and filming this project, I was brought back to what it was like to be a teenager,” he says. “Usually I am photographing clothes, but here I am photographing feelings. In turn, there is that sense of empathy — I am capturing the sense of these beautiful people at this beautiful time in their lives and looking back at my own.”
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Lil Fleur is a youthful, unisex fragrance that combines top notes of saffron, cassis and tangerine with a heart of leather and Damascene rose oil. When paired with the base of amber, blonde woods, and vanilla, the scent comes together to deliver elements of sophistication, warmth, and sweetness throughout the wear.
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Lil Fleur is available now on Byredo’s website. The 50ml bottle retails for $180 USD while the 100ml bottle retails for $265 USD.
