Summary:
- Byredo launches Lunar New Year campaign titled The Horse That Leads Us Home featuring Rose of No Man's Land and Desert Dawn fragrances
- Photographer Annie Lai captures models Xi Yi and Wang Xuan in natural landscapes inspired by Swedish Dala horse tradition
- Campaign connects Swedish heritage with Lunar New Year celebration, focusing on themes of homecoming and memory
Byredo releases a Lunar New Year campaign centered on two signature fragrances: Rose of No Man's Land and Desert Dawn. The campaign, titled The Horse That Leads Us Home, draws from both Swedish heritage and Lunar calendar traditions.
Annie Lai photographs the campaign. Her images show models Xi Yi and Wang Xuan moving through natural landscapes and intimate spaces. The visual narrative explores the concept of returning home. The settings alternate between open terrain and enclosed areas, creating a sense of journey and arrival.
The brand takes inspiration from the Dala horse, a traditional Swedish wooden figure carved from pine. Craftspeople handmake these horses, which represent good fortune in Swedish culture. Byredo uses this symbol to link its Scandinavian roots with Lunar New Year celebrations. The Dala horse carries associations with both heritage and forward momentum.
According to the brand, the horse represents "movement and memory." Byredo states the animal embodies vitality while maintaining connection to origin points. This duality appears throughout the campaign imagery. The models move through space while the framing suggests points of return.
Rose of No Man's Land and Desert Dawn serve as the campaign's focal fragrances. Rose of No Man's Land combines rose notes with other elements to create a specific scent profile. Desert Dawn features a different composition that evokes warmth and openness. The brand positions these fragrances as companions for personal exploration.
The campaign photographs show the two models in various environments. Some images capture them in natural settings with vegetation and open sky. Other frames place them in more confined spaces. The progression through these settings builds the narrative of journey and homecoming.
Byredo describes the fragrances as tools for awakening presence and discovery. The brand suggests these scents accompany wearers through sensory experiences. This positioning connects the physical act of wearing fragrance with broader themes of awareness and location.
The Year of the Horse in the Lunar calendar occurs every twelve years. The horse symbol carries meanings of energy, freedom, and determination in Chinese tradition. Byredo's campaign merges this Eastern symbolism with the Western interpretation found in Swedish Dala horse tradition. The result is a cross-cultural narrative about belonging and movement.
The Swedish pine horses date back centuries. Artisans in the Dalarna region created these figures as children's toys. Over time, they became symbols of Swedish folk art and national identity. Their bright colors and simplified forms make them recognizable worldwide. Byredo's reference to this tradition roots the campaign in specific cultural history while applying those associations to a global audience.
The campaign photography emphasizes natural light and organic textures. Lai's approach keeps the focus on the models and their environment rather than elaborate styling. This choice aligns with the theme of authentic return and genuine connection. The images avoid excessive production elements.
Xi Yi and Wang Xuan appear together throughout the series. Their interaction suggests familiarity and reunion. The campaign does not specify their relationship, allowing viewers to project different interpretations onto the narrative. This openness supports the universal theme of finding one's way back to meaningful places and people.
The timing coincides with Lunar New Year celebrations. Families gather during this period, making the theme of homecoming particularly relevant. Byredo's choice to launch this campaign now connects the product directly to seasonal emotions and cultural practices.
The brand frames the fragrances as more than cosmetic products. They become markers of experience and catalysts for emotional states. This approach positions fragrance as a tool for navigation, both literal and metaphorical. The scents serve as reference points in personal geography.
Kristin Kaye
Insatiably curious about human expression, she immerses herself in literature, theater, art, and dance. Her academic journey led to degrees in Modern Literature, where she delved into The Furioso, and Historical Sciences with a focus on Contemporary History. Her studies took her to the prestigious Erasmus University Rotterdam, broadening her international perspective.
Her passion for culture isn't confined to personal enjoyment—it spills onto the pages of various publications. There, she explores not only artistic endeavors but also civil rights issues and the myriad ways human culture manifests itself. For her, writing about these topics isn't just a profession; it's an irresistible calling that stems from her deep-seated fascination with the human experience.