Byredo (百瑞德) has launched “00:00,” a fragrance created exclusively for the Chinese market by perfumer Fanny Bal. The scent is built around the transition from day to night, with top notes of citron and rosemary, a heart of moss and gardenia, and base notes of Akigalawood, Georgywood and white musk. Chinese artist and photographer Liu Shuwei shot and directed the campaign in Shanghai, exploring the relationship between time, memory and the city. “00:00” will be available from October 1 through Byredo’s official channels across mainland China, Hong Kong, Macau and Taiwan.

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