Byredo unveils enchanting Swedish folklore for the holiday season

Written by Natalia Muntean

This holiday season, Byredo invites us to step into a world of enchantment and nostalgia. Founder and Creative Director Ben Gorham draws inspiration from the whimsical illustrations of Swedish artist John Bauer, weaving together a tapestry of Swedish folklore for the 2023 Holiday collection.

“John Bauer’s illustrations are placed as a tapestry of memories in my mind, connecting traditions and enchantment from childhood. His work captures the essence of Swedish folklore, intertwining it with the untamed beauty of nature,” says Gorham. Drawing inspiration from three different scenes in the tales of John Bauer, the Byredo holiday 2023 campaign is split into three chapters featuring Elizabeth and Victoria Lejonhjärta

The holiday collection is a visual spectacle, showcasing motifs from Scandinavian legends and childhood tales, brought to life through vibrant colours and detailed craftsmanship. Gnomes, mythical creatures, and legendary heroes take centre stage, evoking a sense of wonder.

From stockings adorned with John Bauer's Holiday motifs to handcrafted paper stars and displays of hand-dipped candles, these items are designed to infuse the home with a touch of tradition and magic. Additionally, gift sets featuring Byredo's bestsellers, such as fragrances, incence, candles, makeup, and body care products, offer convenient, yet magical solutions for holiday gifting. 

In line with the theme of embracing the season of giving, Byredo introduces the Choco Mascarpone Candle with touches of floral notes of Jasmine India Absolute, bitter chocolate and woody notes. The scent is designed to evoke the comforting embrace of the holiday season, making it perfect for creating a warm and inviting atmosphere during festive gatherings and celebrations.

Another novelty created specifically for this season is a makeup collection curated by Byredo Creative Image and Makeup Partner, Lucia Pica. The Holiday Makeup collection transcends the boundaries between reality and the realm of dreams.

The new line offers an exploration of an ethereal space, a forgotten yet undiscovered place that evokes an internal journey of the mystical. Frozen hues and lingering fragrances, alongside spontaneous expressions and hazy abstractions, create an entrancing duality in this collection, reminiscent of joyful festivities.

I love these elements that cannot become reality, it gives you that feeling of being transported. Illusion represents a space of imagination that feels real, that feels alive, that you’ve never seen before, but it’s sublime,” says Pica.