Byredo Brings Sweet Smells of Scotland to Your Christmas

Byredo is ringing in the 2024 holiday season with a collection that blends Scotland’s rich heritage with the brand’s modern feel. Inspired by and featuring tartan — a traditional pattern that symbolises unity, identity and connection — the new campaign launches “celebrate togetherness.”

The new video campaign created to accompany its new seasonal offerings, stars twin models Elizabeth and Victoria Lejonhjärta, directed by fashion’s favourite photographer Tyler Mitchell.     

Collaborating closely with the director, YOUTH MODE sourced and licensed the soundtrack: She’s Gotta Have Soul by Bobby Blackmon & The Soul Express, originally released in 1968 on soul label Dynamic Records.