Bloomingdales is celebrating its 150th this year. Among the (many) special items, this edition of Byredo Bal d'Afrique ("In this limited edition fragrance created to mark 150 years of Bloomingdale's, the iconic BYREDO label is transformed to evoke a precious keepsake from a former century, like the ex libris of a treasured book"), $299 for 100 ml. There's a matching Bibliothèque candle for $95.
Mint tea
A spot for the limited edition flavored lip balm Thé à la Menthe d'Agadir from Byredo (also available in Bergamotte de Bahia and Camomille d’Anjou, $50 each).
Wearable digital “auras”
The Alphameta collab involves wearable digital “auras”, customised digital and physical scents, and NFT-connected near-field communication (NFC) tags on bottles. Working with Paris-based art directors M/M, Byredo and Rtfkt are visually rendering 26 ingredients that represent emotions (such as acuity, harmony, naivety and virtue). These will be treated as digital collectibles, and will come in limited quantities and wearable via Rtfkt’s “avatar ecosystem”, which include its CloneX avatars. More details on the launch will be announced in July.
— Read more in A perfume in the metaverse? Byredo and Rtfkt bet on visual “aura” at Vogue Business, or see RTFKT Teases New Web3 Fragrance Collaboration With Byredo at HypeBeast. (Or, see NFTs, explained at The Verge.)
Mister Marvelous
Odell Beckham Jr. in a quick spot for the re-release of Byredo Mister Marvelous.
A cult following
Puig has acquired a majority stake in Byredo, the luxury fragrance and lifestyle brand founded in Sweden that has built a cult following selling gender neutral fragrances in sleek packaging across upmarket department stores and boutiques globally.
Spanish conglomerate Puig, which owns Carolina Herrera, Nina Ricci, Paco Rabanne, Charlotte Tilbury and Jean Paul Gaultier as well as the fragrance licences of Christian Louboutin and Comme des Garçons, said it will support the direct-to-consumer brand as it develops its luxury positioning, according to a statement today.
— Read more in Puig snaps up majority stake in cool Swedish fragrance brand Byredo at Vogue Business, or see Good-Byredo? Puig Acquires Byredo For Estimated €1 Billion at Highsnobiety.