Byredo’s “Young Rose” is all about the bloom of youth


Byredo’s new scent can’t turn back the clock, but it might make you feel younger.

On September 2, the brand will introduce a fragrance called “Young Rose” to its range, which houses cult products such as “Mojave Ghost” and “Bal D’Afrique”.

When designing Young Rose, Creative Director Ben Gorham drew inspiration from China, especially the burgeoning generation of creatives he met during his visit to the country. Translating the promise of youth into something fresh for the nose, Young Rose layers notes of Sichuan pepper on a heart of Damascus rose, a combo that opposes tradition and novelty.

With perfume, Gorham follows in the footsteps of several brands that are trying to give a facelift to rose perfumes.

Turning the old-fashioned rose into something radical is a feat perfumers have long strived to accomplish. Two perfumes from the early 2000s, “Rose 31” by Le Labo and “A Rose” by Frédéric Malle were more earthy than floral.

Unlike traditional takes on the flower, they sought to capture a distinctly sexy and mysterious vibe.

More recently, perfumes such as Aesop’s “Rōzu” and “Rose Load” by Boy Smells“merge the flower with dark woody notes commonly used in cologne for an unexpected masculine flavor that gently collides with the delicate presence of the rose.

As a growing number of consumers shy away from conventional beauty products and turn to unisex fragrances, the rose bush is a hotbed for experimentation.

Stripping the flower of its traditionally feminine connotations, Young Rose de Byredo offers an androgynous interpretation of a flowering rich in symbolism. It prompts us to reconsider the seemingly arbitrary association we make between smell and gender, upsetting Gertrude Stein’s famous words: “A rose is a rose is a rose”.


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