Ben Gorham of Byredo is not only the founder of New York’s favourite perfume brand, but also a person with great aesthetic. Byredo’s fragrance bottles look always chic with their minimal labels and metaphorical names of the scents – and the latest fragrance, called Rose of No Man’s Land, is going to be their new best-selling product. The title of the perfume is a tribute to the nurses who saved thousands of lives on the front lines of WWI – and what’s interesting, the soldiers used to refer to the nurses as Rose of No Man’s Land. The scent of the perfume is sophicated, but smooth – the composition is mainly based on pink pepper, turkish rose petals, raspberry blossom and papyrus. The advertisement campaign is as refreshing as the perfume itself – natural, make-up free Freja Beha photographed by Craig McDean and M/M Paris.