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Byredo and RTFKT to launch luxury fragrance for the metaverse

Jeremy Lim
13 June 2022

Following its acquisition by Puig in May, Byredo has teased an upcoming collaboration with Nike-owned digital fashion studio RTFKT. The collaboration with see the pair create "the perfume of the future".

According to Vogue Business, the release, titled "AlphaMeta", comprises wearable "auras", which are customised digital and physical scents.

The fragrances, which consist of a combination of 26 ingredients representing different emotions, are packaged in bottles with near-field communication (NFC) tags that connect to NFTs. Each customised perfume will be launched as a digital collectible in limited quantities.

Commenting on the latest project, Gorham said in a press release: "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."

Benoit Pagotto, the co-founder of RTFKT added: "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."

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