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In collaboration with creative partnership M/M, Stockholm-based fragrance house Byredo launched its newest perfume, M/MINK. Inspired by a block of solid ink purchased in Asia, a photograph of a Japanese master practicing his daily calligraphy and a drawing of a large utopian formula, Byredo’s Ben Gorham and renowned perfumer Jérôme Epinette created a fragrance that smells like ink. The creative concept carries over to the packaging which features black and white ink stains, and the ad campaigns which cover images by Dutch fashion photographer duo Inez Van Lamsweerde and Vinoodh Matadin in ink stains.
Launch
October 2010
Package design
Byredo Parfums, www.byredo.com; M/M (Paris), www.mmparis.com
