Byredo’s Mumbai Noise, a fragrance centered on childhood nostalgia

Perfume house Byredo has unveiled its new fragrance ‘Mumbai Noise’ that is inspired by founder and creative director Ben Gorham’s childhood. With the new scent, Gorham reflects on fond memories from his upbringing in Mumbai and showcases the city’s contemporary and colorful present-day reality.

From a young age, almost as soon as I was born, I would often travel to India to spend time with my grandmother in Chembur, Mumbai. I have very vivid childhood memories of my experiences there — and, after she passed, it wasn’t until my 20s that I returned. When I did, it looked extremely different — but still felt extremely familiar. With Mumbai Noise, I wanted to express that idea: to present an exploration of the city today, anchored in my memories of its past.

Ben Gorham, Byredo founder and creative director

City streets are filled with a variety of smoky incense, coffee carts and an array of vibrant musical instruments that attest to the rich cultural heritage in addition to inspiring the sensory new scent. Mumbai Woods includes notes of warm wood, amber, plummy Davana, leather and bitter coffee fused with sweet tonka beans.

To exhibit not only the new fragrance but Mumbai’s culture, Gorham collaborated with Indian creative and photographer Ashish Shah, to showcase the many identities that make up the city. Featuring dancers, models, drag performers, activists and more, Byredo’s campaign illustrates the dynamism of Mumbai’s youth culture.

“I wanted to photograph this campaign as a glimpse into the hearts and essence of young India,” said Shah. “I am interested in the lives we are living, the conversations they are having, their dreams and their realities”.

Byredo’s Mumbai Noise will be available as 100 ml Eau de Parfum at Friday, October 22 on the brand’s website. Come into the beautiful world of Byredo.

Auteur: amr63

Yakymour, home of Begum Om Habibeh Aga Khan, thè place in the mid 50's 'till the late 80's, where fashion, art, beauty and love meet each other, from all over the world.... Playing as a child in the garden of Yakymour was a happy, innocent time, thanx to ‘Grandma’ Yaky and to Sadruddin, where I could be fully myself and forget ‘the bad things’, and get some strenght. The Last 30 years working as cosmetologist and as a make-up artist for television, theatre, film, fotoshoots, fashion shows, celebrities and individuals gave me a trunk full of experience. My work brought me all over the world and had photoshoot's on location in the Netherlands, Germany, Belgium, France, Jordan, Syria, Lebanon, India a.o. At this Blog you will find many reviews of cosmetics, fashion, art, and everything beautiful, as an ode to Begum Om Habibeh 'Yaky' Aga Khan, and named after the place where 'everything' was beautiful: Yakymour. You will find here all the in and outs about skincare, perfums, and make-up, the do's and don'ts, the why's and how's.... The stories behind, and some great interviews... So when you have any question.... please ask. Come on in.... feel yourself at home at Yakymour! Jean Amr P.S. My apologies for future grammatical errors. English is not my mother language :)

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