For the 2026 holiday season, BYREDO journeys into the Scandinavian winter. *Midwinter Tale* draws inspiration from Dalarna—a region in central Sweden whose folk art, craftsmanship, and seasonal traditions continue to shape Swedish design culture to this day. The holiday collection translates these influences into a wintry realm spanning fragrance, beauty, home goods, and the *Byproduct* line.
At the heart of the campaign is the Norén family, who traded their city life for a home in Dalarna. Artist Pernilla Norén and musician Gustav Norén—a founding member of the Swedish rock band Mando Diao—live there with their five children, surrounded by art, music, and local traditions. Photographed by Théo de Gueltzl, the campaign follows the family in their home and studio, intentionally capturing authentic, everyday moments rather than staged holiday rituals.
The seasonal packaging also embraces the visual language of Dalarna: illustrations inspired by Nordic folk art—rendered in shades of „Frozen Blue,“ „Burnt Coral,“ and „Soft Yellow“—serve as a unifying theme across gift sets, boxes, and labels.
A highlight of the collection is the return of the BYREDO Advent Calendar, featuring 25 surprises spanning fragrance, body care, makeup, and home, alongside *La Grande Découverte*—a set containing 20 BYREDO scents, ranging from *Blanche* and *Bal d’Afrique* to the new *Future Memories*. The holiday offering is further complemented by curated gift sets and three limited-edition scented candles: *White Woods*, *Cloudberries*, and *Winter Cabin*.
Another highlight is the collaboration with the Finnish design house IITTALA. Here, hand-blown glass meets the world of BYREDO fragrance—encompassing candle and incense holders, as well as an exclusive reed diffuser featuring the iconic *Bibliothèque* scent. The collection also includes a holiday makeup line inspired by the Northern Lights, along with winter-themed *Byproduct* pieces crafted from lambswool, mohair, merino wool, and shearling.
