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.