Elevator Music: Off-White and Byredo unveil new collaboration

A fragrance inspired by Elevator Music? Sounds (or smells) interesting... but it’s not meant to. Sarah Young investigates the new collection that’s designed to be as unnoticeable as possible

Lift your game: ‘The concept was to define emotion with the least amount of effects’

Two of the coolest men in their respective industries, Off-White’s Virgil Abloh and cult fragrance brand Byredo’s Ben Gorham unveiled a new collection last week in Paris, housed in an installation by artist Carsten Höller.

Titled “Elevator Music”, the collaborative project attempts to define the least amount of information needed to understand a product – which in this case is luxury goods.

While the launch is made up of a series of fashion-forward pieces including high-end denim, graphic T-shirts and luxe leather bags, it also taps into beauty with a hand cream, hair mist and brand new perfume.

Abloh and Gorham wanted to explore the relationship between products and human perception

Arguably the most hyped product of the launch, the scent is presented in Byredo’s signature minimalist glass bottle, but this time with the addition of silver candy stripes.

But, what does it smell like?

Following the collections exploration of human perception, the scent is purposefully understated and designed to be one that melts into your skin without being overly obtrusive.

The collection is menswear retailer Off-White’s first foray into beauty products

Here, notes of midnight violet, bamboo and musky ambrette come together with burnt wood and jasmine petals to create a fresh and oriental fragrance.

“Ben Gorham is one of my longest friends in the fashion industry. We share a common interest of progression,” says Virgil Abloh, founder and creative director of Off-White .

“The concept of our collaboration, ‘Elevator Music’, was to define emotion with the least amount of effects. Much like literal elevator music, we wanted the scent to play a background to one’s life.”

The bags come in black and white canvas fabrics with monochrome letters

You can purchase the Off-White x Byredo fragrance and capsule collection at Selfridges from 23 April.