Byredo's Newest Fragrance Is Inspired by Fleeting Moments
The brand has unveiled “Future Memories.”
Drawing inspiration from the instant just before a memory takes shape, Byredo introduces its newest fragrance, “Future Memories.” Composed by perfumer Quentin Bisch, the Eau de Parfum uses vanilla not for its usual warmth, but as something to be examined more closely. For the campaign, the brand tapped real-life couple Marina Ontanaya and Louis Baines, citing the unguarded intimacy their relationship brings to camera.
Shot by French photographer and director Arnaud Lajeunie in Cape Town, South Africa, the visuals lean into atmosphere over narrative — favoring fleeting gestures and drifting light over anything fully composed. “Future Memories is about the scent you wear today becoming the memory others keep of you,” perfumer Quentin Bisch says in a press release.
As for the scent itself, it opens sharp and green with galbanum essence and blackcurrant accord, lifted by aldehydes. The heart slows into orris butter and labdanum, rounded out by orange blossom and a white vanilla accord. Finally, the base settles into vanilla liquor accord, Madagascar vanilla, ambrofix and musks, giving the scent a warm, glowing finish that adds depth to its sweet profile.
“Future Memories” retails for $330 USD and is available for purchase on the brand’s website.
In other news, Kylie Jenner has dropped three new perfumes.
