The brand’s Swedish heritage ties in with the ancient traditions of the Lunar New Year.
Under the title “The Horse That Leads Us Home”, Byredo highlights two of its most renowned fragrances – “Rose of No Man’s Land” and “Desert Dawn” – and makes them the protagonists of a story about return, connection and self-discovery.
Annie Lai was responsible for capturing the images for the campaign, which show Xi Yi and Wang Xuan reuniting in a setting of lush landscapes and intimate corners, reflecting that feeling of coming home. To achieve this, the brand drew inspiration from the Dala horse, the famous Swedish handmade pine figure that symbolises good luck, evoking nostalgia and vitality at the same time.
Byredo describes the horse as a symbol of movement and memory: ‘Dynamic yet grounded, the horse embodies both movement and memory, a symbol of vitality that carries us forward but always finds its way back to where we belong.’ In the same way, its fragrances seek to awaken feelings of presence and discovery, accompanying those who wear them on a unique sensory journey.
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