Byredo Young Rose New Fragrance

Byredo Young Rose Eau de Parfum has made its debut for the Chinese market and is now available worldwide.

Leave Your Mark Young Rose

"The younger generation has an emotional obligation to renovate the things created by the previous generation. This is their responsibility to find the next iteration without hesitation. YOUNG ROSE is a tribute to this spirit." - Ben Gorham, founder and creative director of Byredo.

When tradition is handed down to the new generation, Young Rose is an ode to their restless youth. It is also a less private diary that tracks how young people are passionate to create unrivalled things.

In the past visit to China, Ben Gorham, the founder and creative director of Byredo, was stunned by the revolutionary energy of this land. This is also a worldwide trend, and young people everywhere are zealously looking forward to leaving their own unique mark in this world.

Young Rose Evolving Creativity

Once the classic rose and the hot Sichuan pepper are connected, a non-traditional and revolutionary fragrance comes to life. On the event of this release, Ben Gorham assessed the source of the inspiration for YOUNG ROSE's first-born rose-the vigorous creative environment he felt in China, and instantly invited post-90s Chinese photographer Leslie Zhang to shoot a series of creative visual blockbusters.

As a master in visual creation in the new generation, Zhang Jiacheng is good at reshaping and innovating in a nostalgic context. He immersed the people and things he photographed in the illusion of the past, conveying an aesthetic metaphor that seems acquainted but does not belong to any background of the times. Under Zhang Jiacheng's lens, the young lovers genuinely share their love and desire. Or the transformations of life, or persistence. These emotions have been resonating for centuries, and the meaning of the symbol of roses is the same as before, and the flowers bloom undefeated.

Authentic dreamers are not afraid of nostalgia, they embrace the past and move forward boldly. Only with this sense of persistence can youth endure forever. They can't wait to tell endless stories, with high spirit and dreams.

Byredo Young Rose Eau de Parfum was officially released in China from April 2021 and is expected to be available worldwide from September 2021.