Byredo Collaborates With Wei Yijuan to Celebrate the Spirit of Lunar New Year

Byredo is marking the Lunar New Year with a heartfelt campaign that features Chinese artist Wei Yijuan and her close family. Set against the serene backdrop of the Dongping mountains in the Fujian province, viewers are guided into a time of rejuvenation, encouraging the release of the past to start anew. As the Year of the Snake begins on January 29, it promises to bring insight, clarity and profound change.

The short film honors unity, tradition and renewal, capturing scenes of Yijuan and her family cooking together, lighting sparklers beneath the starry sky and showcasing the stunning lanterns that symbolize the holiday. The imagery was captured by Annie Lai, a London-based photographer with familial ties to Fujian. The picturesque countryside, where Yijuan's kin resides, also inspired the concept for this year's campaign.

"The themes that my work often returns to are human life, emotional connections and nature," Yijuan shared in an Instagram post. Alongside the campaign, she created Byredo's limited-edition packaging for the holiday, featuring a snake gracefully intertwining with vibrant flowers and plants. The designs are available when purchasing fragrances such as "Blanche," "Desert Dawn" and "Rose of No Man's Land," as well as the brand's signature incense holders. In addition, the artwork is available for the "Tree House" and "Trois Encens" candles.

 

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