Byredo launched their newest fragrance, Future Memories, an acknowledgment of the present moment. Instead of an attempt at capturing a nostalgic scent, the fragrance imagines the moment just before a memory is formed. Created by Quentin Bisch, Future Memories asks what will be remembered about today…tomorrow?

The campaign, photographed by Arnaud Lajeunie, captures feeling and stirs emotion. Each moment made fleeting, yet captured in eternity through photography. The shots surround a real-life couple, Marina Ontanaya and Louis Baines, as they consider the questions that Future Memories evokes.

The scent itself is a layered composition. It opens with galbanum essence and blackcurrant accord. Then moving into orris butter and labdanum, along with orange blossom and white vanilla. It ends with vanilla liquor and Madagascar vanilla; they create a glowing scent of something just outside of memory. It’s a trace, an instant recollection, evading direct definition but embracing presence.