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Byredo releases digital scent in the metaverse with RTFKT

Byredo, the fragrance and makeup brand helmed by Ben Gorham, and RTFKT, Nike’s digital fashion startup, have collaborated on the launch of a beauty-meets-Web3 concept.

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The next release, which was designed in partnership with M/M, includes wearable “auras,” which are tailored “digital and physical fragrances”. These scents are packaged in bottles with near-field communication (NFC) tags connected to NFTs and are made up of 26 components that reflect various emotions. Each personalised perfume will be released as a limited-edition digital collectible.

Byredo is making its first excursion into the metaverse, following in the footsteps of major beauty companies like Estée Lauder and Guerlain who have invested in the digital realm. The news follows Puig’s acquisition of the label earlier this month. Meanwhile, RTFKT, which was acquired by Nike in late 2021, has been collaborating with the sportswear giant on NFT projects in the streetwear area.

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“I liked the idea of dissecting it down to raw materials. A single scent is incapable of representing this virtual world, so we formulated a lexicon of elements that collectors can combine at will to make something entirely unique,” said Gorham. “We always wanted a perfume but had to do it differently, and Byredo was always our dream partner to make this vision happen. It’s one of my favorite projects we have going, an idea I’ve had for a while, and Byredo is the perfect partner for it,” added Benoit Pagotto, co-founder of RTFKT.