15 Mar 2024 By May Ng

Mojave Ghost 2024 – A collaborative project by Byredo and Amelia Gray

As part of an ongoing retrospective of Byredo’s most loved fragrances, Founder and Creative Director Ben Gorham will revisit the strength and resilience of Mojave Ghost to mark the 10th anniversary of its launch.

Originally released in 2014, the scent’s inimitable spirit will be celebrated in a multipart campaign unveiled throughout the year, featuring model of the moment Amelia Gray, photographed by visionary talent Harley Weir.

Presented in five distinct chapters, a continued dialogue between a single photographer and a single subject opens up an exploration of the fragrance from myriad angles.

An Ode to Transformation, Adaption and Fortitude

“Mojave Ghost had no set parameters from the start. It wasn’t about raw materials or rigid definitions. It emerged from a flower, a place, and a narrative — an exploration of emotion rather than fixed raw materials.” Ben Gorham, Founder & Creative Director, Byredo.

When driving through the Mojave Desert, Ben Gorham was moved by the raw beauty of the landscape. The expansive, ancient terrain that spans Southwestern America revealed a resilient ecosystem, where trees and vegetation, more ancient than many civilizations, thrive in this xeric wilderness.

In particular, the soulful beauty of the ghost flower struck a chord. A captivating symbol of resilience, the ethereal appearance of the Mohavea confertiflora belies the inordinate strength it takes to grow in this hard earth.

Mojave Ghost 2024 – A collaborative project by Byredo and Amelia Gray