Amelia Gray smells like Byredo Mojave Ghost

Amelia Gray smells like Byredo Mojave Ghost

by Ollie Cox
2 min

Byredo’s Mojave Ghost is a pleasant and subtly potent blend of magnolia and woodiness that we’ve been lapping up since 2014. Now as it cheers to ten years, founder and Creative Director Ben Gorham has teamed up with model of the moment Amelia Gray to celebrate the scent in a campaign lensed by London-based photographer Harley Weir. 

The campaign is presented across five distinct chapters, as a continued dialogue between a single photographer and a single subject opens up an exploration of the fragrance across multiple angles. 

The foundations of the fragrance stem from Gorham’s experience of driving through the Mojave Desert, where he was moved by the raw beauty of the landscape. The expansive ancient terrain spans across Southwestern Africa and houses a resilient ecosystem where trees and vegetation thrive in environments too severe for human habitation. Each chapter of the campaign gives a different reading of the scent’s multidimensional nature through each progressive story. 

For Gorham, Mojave Ghost epitomises the worldwide influences of fragrances. “I believe that the diversity of perspectives shapes our world, and we strive to illustrate this truth through a myriad of viewpoints. By revisiting one of our iconic scents and narratives, we expand perspective by embracing alternative viewpoints.” 

The campaign sees Gray donning a black cactus-like one-piece, moulding to become the Mojave Ghost. It speaks to Byredo’s positioning as a luxury brand, where its products reflect an emotional understanding of luxury that is both inspirational and meaningful.

Byredo ©
Byredo ©
Byredo ©
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Featured image via Byredo ©

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