Working with London-based filmmaker and photographer Gabriel Moses on a heartfelt campaign, Byredo celebrates a retrospective of its cult favourite fragrance, Bal D’Afrique. Dedicated to capturing the essence of the generations that came before him through a modern lens, Moses pays homage to the then and now of a culture-rich nation – its music, dance, cinema and overall beauty, and the ways in which they are intricately intertwined with everyday moments. Over a decade since its debut, at the core of the aroma lies the people, culture, creativity and art across Africa. “Bal d’Afrique is a celebration,” says Moses. “It’s an open invitation to explore and interpret what that celebration is. For me, it is to capture joy on seemingly ordinary days. Like the ancestral images I saw of my mother with her friends. It is the nostalgic moments of beauty, confidence and warmth that celebrate what it is to be African.”

The joyous campaign arrives as the first initiation in an annual series where Byredo founder and creative director Ben Gorham will curate a multipart series centering on the celebration of one of the Maison’s scents.

byredo.com