July 16, 2020
“I feel that perfume often tries to capture one idea or one emotion; Lil Fleur is about capturing a complex personality, one we can all recognise. As a brother to a sister and a father to a daughter, in my experience it does not get more beautiful and interesting than the personalities of a young spirit.” Ben Gorham, Creative Director and Founder, Byredo.
Byredo captures the intangible with their new scent, Lil Fleur Eau de Parfum – the fragrance perfectly synthesises the notion of young spirit by blending rejuvenating floral notes with the notions of memory, scent, identity, subjectivity and objectivity. Handpicked from schools and streets, the young models were invited to share their unique perspectives, thoughts and feelings to ensure that each girl was perfectly paired to a perfume that incarnates their own essence. More than a perfume, Lil Fleur Eau de Parfum effortlessly captures what is means to be young and bursts with refreshingly youthful energy.