Sub-Continental

I was asked the other day if they still teach students ‘cursive’ in primary school. Stumped I assumed so, but it got me thinking about when I was little and my mother thought I – as the first born – would carry all of her dreams and ambitions for her children to fruition. Rude shock that the gifts of fine pens, calligraphy and elocution lessons fell by the wayside when I realised my boho/hobo/soho self.

Loosely tying back to the post, I stumbled on the latest offering from the Byredo and M/M (Paris) partnership.

The nice thing about M/Mink Eau de Parfum is that it came about due to a role reversal. M/M (Michaël Amzalag and Mathias Augustyniak) called Ben Gorham of BYredo to their studio and presented him with the concept and creative direction. Based on a large, solid block of ink purchased in Asia, the idea was bolstered by a picture of a Japanese master practicing calligraphy and a large utopian formal that had been drawn on traditional Korean Paper.

From there, the idea seed planted, the group worked up the fragrance as a derivative of these three elements of inspiration – composed with incense, and a base of patchouli leaf, clover honey and dark amber – the adoxal top notes open up with a serious whiff of ink, before letting go, into the heady scent of an idea which started from the heart.

M/Mink Eau de Parfum
100ml Eau de Parfum - 1400 Swedish Kronor(approx $210 AUD)
50ml Eau de Parfum - 950 Swedish Kronor(approx $140 AUD)

Print Advertising done by M/M, Paris, France
Creative Directors / Art Directors / Illustrators: Michael Amzalag and Mathias Augustyniak
Photographers: Inez van Lamsweerde and Vinoodh Matadin