Elevator music – byredo

by Abdon FLORES

The anonymous music played in elevators inspired Off-White trendy designer, Virgil Abloh to create a new fragrance for ByRedo. The Swedish luxury parfume brand trusted the talented Mr. Abloh to invent a cult fragrance. Not surprisingly, he searched into music for this project. Though the name could seem ironic -who really pays attention to elevators music- the approach is rather interesting and appealing.

 

 

To celebrate this collaboration, Ben Gorham, founder of ByRedo, and Virgil Abloh threw a reception at the Galerie Italienne in rue du Louvre. The presentation had a plus: an art installation by German artist Carsten Höller. This triumvirate of young and talented creators couldn’t be more successful to enhance the already hot Parisian Fashion Week.

A capsule collection complements the perfume: crisp denim, graphic black T-shirts, and top-handle bags. For the fragrance: 100 ml Eau de Cologne ($275), hair perfume ($75) and hand cream ($45).