Byredo Unveils New Campaign in Celebration of the Year of the Horse
The brand’s “Rose of No Man’s Land” and “Desert Dawn” perfumes are at the heart of the celebration.
Fusing both its Swedish roots and the ancient Chinese traditions of Lunar New Year, Byredo has released its “The Horse That Leads Us Home” campaign as an ode to the year of the horse. For the photos, the brand says it referenced the emotional resonance of return — in relation to place, love and one’s self.
As a symbol of Swedish heritage, Byredo also drew inspiration from the Dala horse, a handmade pine figure believed to bring about good luck. Photographed by Annie Lai, the campaign stars Xi Yi and Wang Xuan — as the duo reconnects amid lush landscapes and intimate interiors. Furthermore, the brand presents its “Rose of No Man’s Land” and “Desert Dawn” perfumes as the core of its Lunar New Year celebration.
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Much like the symbolism of the horse, Byredo says its scents set out to evoke feelings of presence and discovery. “Dynamic yet grounded, the horse embodies both motion and memory — a symbol of vitality that carries us forward yet always finds its way back to where we belong,” the brand says in a press release.
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