Mixed Emotions by Byredo – a fragrance for uncertain times

”We’re in the business of bottling up emotions. I hope that people read the label and identify with that sentiment in its simplest form, and then find something deeper to relate to: the juxtaposition between the familiar and the unfamiliar.” This is how Ben Gorham, Founder & Creative Director of Byredo describes his latest scent Mixed Emotions. There could not be a more suitable time to launch a scent designed to reflect the tumultuous nature of our times – a distillation of highs and lows, mirroring unstable realities and a world in flux. 

Drawing on the Byredo philosophy of translating fragmented memories and abstract ideas into scent, Mixed Emotions presents a sketch of our current, collective state of mind. Comforting notes of maté and the sharp sweetness of cassis sit within a wooden framework; the reassuring scent of black tea disturbed by violet leaf synthetics. Here is a refreshing reminder that it is okay to not be okay – and that from unsettling experiences, a new reality might emerge.
To mark the launch, Byredo has teamed up with photographer Fenn O’Meally and commissioned her to direct a reflection of its philosophies. Existing as a standalone, cinematic short, Mixed Emotions adopts excerpts from the film for its launch campaign.
In Tall Are The Roots, O’Meally documents conversations with three protagonists, exploring how their respective realities reflect a commonality of experience; that their individual moments of self-reflection, and their resolutions of internal conflicts, speak to a broader human truth.
Interwoven against a poetic backdrop of surreality, sometimes narrated by the words of Kai-Isaiah Jamal, a series of chapters unfold to present a multi-faceted narrative of acceptance and liberation. ”Like Mixed Emotions itself, I want to leave Tall Are The Roots up to people’s individual interpretations: how the scent smells on your skin, or what you might connect with in the film, will be different for everyone,” explains O’Meally. ”But the mind can so flow with such fluidity from darkness into light—and ultimately, Tall Are The Roots is about figuring out where you stand in the world today, and about being okay with the unsettled state of the human mind right now.”