Cover Byredo’s new fragrance, Future Memories, is composed by perfumer Quentin Bisch
Byredo’s new fragrance, Future Memories, is composed by perfumer Quentin Bisch
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Tatler+
The new Future Memories perfume by Byredo, which offers a fresh take on Vanilla, is composed by perfumer Quentin Bisch and asks a question: what are you choosing, right now, to remember tomorrow?
There is a moment that happens before memory does. Not the event itself, and not yet the story you'll later tell about it—something in between, still warm, not yet fixed. Byredo’s new fragrance, Future Memories, is built around that in-between moment, composed by perfumer Quentin Bisch to sit inside it rather than look back from beyond it.
Most fragrances built around memory work backwards, reaching for nostalgia already formed. Future Memories works the other direction, turning its attention to the instant before an experience hardens into something you'll recall later, rather than something you're still living through.
Above Byredo’s new fragrance, Future Memories, is composed by perfumer Quentin Bisch
Byredo’s new fragrance, Future Memories, is composed by perfumer Quentin Bisch
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A vanilla studied, not indulged
Above The campaign, shot by French photographer and director Arnaud Lajeunie in Cape Town, resists telling a conventional story
Above At the centre of the campaign are Marina Ontanaya and Louis Baines, a married couple whose real relationship lends the imagery an unguarded intimacy
The campaign, shot by French photographer and director Arnaud Lajeunie in Cape Town, resists telling a conventional story
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Bisch treats vanilla as something to examine rather than lean into. The opening is lucid and faintly sharp: galbanum essence and a blackcurrant accord move with green, almost mineral precision, lifted by aldehydes. At the heart, orris butter and labdanum bring texture and a controlled depth, while orange blossom and a white vanilla accord offer the first hint of where the fragrance is heading.
The base settles into vanilla liquor accord and Madagascar vanilla CO2, joined by ambrofix and musks—sweetness tempered rather than amplified. “Future Memories is about the scent you wear today becoming the memory others keep of you,” says Bisch. The structure follows the same shape: an initial flash, a settling, and a trace that endures without insisting on itself.
Cape Town, through an unfixed lens
The campaign, shot by French photographer and director Arnaud Lajeunie in Cape Town, resists telling a conventional story. Lajeunie works in sensation rather than narrative—light moving across skin, a gesture caught mid-motion, nothing fully resolved. Cape Town’s landscapes appear throughout in fragments rather than as a fixed backdrop.
At the centre of the campaign are Marina Ontanaya and Louis Baines, a married couple whose real relationship lends the imagery an unguarded intimacy. Moving through shared rituals and spontaneous moments, they embody the question the fragrance keeps circling: what do we choose today to remember tomorrow. Alongside them, Lajeunie’s still-life studies of flowers, suspended between bloom and decay, capture something beautiful in the process of becoming—a bloom caught just before it changes form.
Future Memories Eau de Parfum is available in 50ml and 100ml at Byredo Takashimaya S.C. and Byredo Tangs at Tang Plaza, along with byredo.com and select retailers.
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Andrea Saadan is the Senior Digital Editor of Tatler Singapore. She oversees all digital content for the website and currently leads the Beauty and Lifestyle verticals. As a child, she had always enjoyed reading and writing but it was only after she joined her college newspaper, The Spectrum, in Buffalo, New York, that she considered a career in journalism. Her love for all things beauty started from the age of two—when she was caught playing with (and damaging) her mother’s YSL lipstick. On top of her day job, she is also an unpaid beauty consultant for friends and family. Besides make-up, her obsessions include the wizarding world of Harry Potter, podcasts, ice-cream, her walking pad and watching endless re-runs of The Office (US).
