Virgil Abloh is undoubtedly one of the hottest names in fashion at the moment, showing no signs of going anywhere anytime soon. The designer’s laid-back, minimalist streetwear-inspired designs have proven to be a hit with the fash pack, musicians and Hollywood figures alike. His label Off-White has enjoyed incredible success since launching — leading to the addition of a swimwear line as well as a diffusion label — and now, the designer is lending his hand to the world of beauty.
But what brand would make sense for Abloh to team up with, you ask? Why minimalist specialists Byredo, that’s who.
Byredo’s founder Ben Gorham has teamed up with Abloh to create a new scent called ‘Elevator Music’. And if you’re thinking this is just a run-of-the-mill scent, you’re sorely mistaken. In a press release about the fragrance’s scent the pair says, “The project aims to define the least amount of information needed to understand a product context and background, in this case objects we define as luxury goods. The studies of Swedish scientist Gunnar Johansson who in the ’70s defined framework regarding human movement perception and the notion ‘elevator syndrome’ were the foundation for the 2004 installation by artist Carsten Höller.”
Confused? Us too. Intrigued? Very much so. Gorham went on to explain that the scent (housed in the brand’s signature domed bottle and adorned with silver stripes) has been created using notes of midnight violet, bamboo and musky ambrette to create a “fragrance for the background, as opposed to the foreground,” he told Vogue US.
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The scent is just the first piece in a bigger collaboration between the pair which includes denim, shirts and leather bags. All pieces will be available to purchase in Selfridge’s in the UK as well as Byredo.com from April 23.
Now, discover Louis Vuitton’s brand new scent that hits shelves this month.
