Ben Gorham, the founder and creative director of cult-favorite brand Byredo, is paying homage to his Indian Roots with Mumbai Noise by Byredo. Inspired by memories of his own childhood and visits to his grandmother's house, Gorham concocted an alluring scent with ingredients like ambers, warm woods, spices, coffee, tonka beans, sandalwood, incense and Davana.
To capture the spirit of the fragrance to the fullest, Byredo worked with photographer Ashish Shah. The campaign features a diverse group of people, including actors, dancers, models, drag performers, artists and activists, who are represented in both the photo and video components.
Notably, a Byredo boutique is set to open in Mumbai and this fragrance helps to make the launch feel like a full circle moment.
Urban India-Inspired Fragrances
Mumbai Noise by Byredo Pays Tribute to the Founder's Indian Roots
Trend Themes
1. Cultural Tribute Fragrances - Brands are creating fragrances inspired by their founders' cultural roots, presenting opportunities to tap into consumers' nostalgia and cultural identity.
2. Inclusive Fragrance Campaigns - Using diverse models and collaborators in fragrance campaigns enhances inclusivity and appeals to a broader consumer base.
3. Globalization of Fragrance Brands - Fragrance brands expanding their operations overseas and tapping into local markets offer opportunities for growth and revenue expansion.
Industry Implications
1. Fragrance Industry - The fragrance industry can create new and exciting fragrances inspired by the cultural roots of the brand's founder.
2. Fashion Industry - Fashion brands can create fragrances that are an extension of their brand identity and appeal to a wider range of customers.
3. Retail Industry - Retailers can capitalize on the globalization of fragrance brands by showcasing them in their stores and online shops to reach a broader customer base.