© by M/M Paris

BYREDO PARFUMS launches new fragrance in collaboration with M/M (Paris) for Autumn/Winter 2010.

The new Eau de Parfum M/Mink is a collaborative effort between Stockholm based fragrance house BYREDO and creative partnership M/M (Paris). Michaël Amzalag and Mathias Augustyniak established M/M (Paris) in 1992 as an entity able to work across all creative fields such as art, fashion or music. Their works have been featured in places such as the Guggenheim Museum (New York), Drawing Center (New York), Centre Pompidou (Paris) Victoria & Albert Museum (London), Palais de Tokyo (Paris) or the Frankfurter Kunstverein (Frankfurt).

In 2009, reversing the usual idea of receiving a brief from a client, they invited Ben Gorham of BYREDO to their studio in Paris and presented him a creative direction and concept — a block of solid ink purchased in Asia, a photograph showing a Japanese master practising his daily calligraphy, and a large utopian formula that Mathias drew on Korean traditional paper. Together with renowned perfumer Jérôme Epinette of ROBERTET, Ben translated these three images into a fragrance. The result is a truly unusual and unique composition. Opening with adoxal, the heart consists of incense with a dry-down of patchouli leaf, clover honey and amber. m/mink eau de parfum is simple in structure but extreme in character.

To represent and promote M/Mink, M/M (Paris) are reusing existing images of photographers Inez van Lamsweerde & Vinoodh Matadin to develop a series of new artworks. They have together collabored intensively over the last 15 years on fashion campaigns for brands such as Balenciaga, Calvin Klein, Givenchy or Yohji Yamamoto…,


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