BYREDO LAUNCHES FUTURE MEMORIES: What You Choose Today Will Shape The Memories You Carry Tomorrow
There is something almost imperceptible in the now. This moment, the one you are moving through without thinking is already becoming something else. Not gone but changing shape. Settling. The present tense has a way of doing that: turning, quietly, into the past.
Future Memories begins with that observation. BYREDO’s new Eau de Parfum, composed by Quentin Bisch, does not reach backward into nostalgia. It turns its attention to the moment just before memory forms. That suspended, almost weightless instant when experience is still alive and not yet fixed. The fragrance asks, without insistence: what do you choose today, to remember tomorrow?
THE CAMPAIGN: THE SCENT OF SOMETHING NEW
The accompanying visual world, photographed by French photographer and director Arnaud Lajeunie, resists conventional storytelling. Known for a visual language where raw emotion meets sculptural beauty and a refined sensitivity to color, Lajeunie captures sensations rather than events.
Light drifting across skin or a gesture suspended in motion, nothing is fully resolved, nothing fixed. Instead, the imagery unfolds as atmosphere where each frame feels like a fleeting memory. Shot in the surroundings of Cape Town, South Africa, the fleeting landscapes make subtle appearances throughout the campaign. The diverse sets act as an extension of the journey.
At the center of the campaign are Marina Ontanaya and Louis Baines, a real-life married couple whose relationship brings an unguarded intimacy to the narrative. Moving through landscapes, shared rituals and spontaneous moments, they become the embodiment of the question at the heart of Future Memories: what do we choose today to remember tomorrow? Their presence tells a story shaped not by destination, but by experience itself.
Alongside these portraits, Lajeunie’s still-life study of flowers extends the campaign’s emotional landscape. Suspended between bloom and decay, they reflect the fleeting nature of experience. Like memory itself, they capture something beautiful in the process of becoming, preserving a moment just before it changes form.
Together, the imagery evokes the feeling of being inside a memory before it is fully formed.
THE SCENT
Bisch approaches vanilla not as warmth or comfort in the familiar sense, but as a study, something to be examined with clarity rather than indulgence.
“Future Memories is about the scent you wear today becoming the memory others keep of you.”
– Quentin Bisch, Perfumer
The opening is lucid and faintly sharp. Galbanum essence and blackcurrant accord arrive with a green, almost mineral precision, lifted by aldehydes, an invitation to be present.
The heart slows. Orris butter and labdanum bring texture and controlled depth, while orange blossom and a white vanilla accord introduce the first suggestion of what is to come.
In the base, vanilla liquor accord and Madagascar vanilla CO2 merge with ambrofix and musks into something that does not announce itself. The sweetness has been tempered. What remains is a glow that recalls the way certain moments stay with you not only as vivid images but as a feeling you can’t quite name.
The structure mirrors the arc of memory itself: an initial flash, a settling, a trace that endures without insisting.
OLFACTIVE NOTES
Top: Galbanum essence, Blackcurrant accord, Aldehydes
Heart: Orris butter, Labdanum, Orange blossom accord, White vanilla accord
Base: Vanilla liquor accord, Madagascar vanilla CO2, Ambrofix, Musks
