BYREDO
00:00
2026
PERFUMER
Fanny Bal
bergamot
rosemary
gardenia balsam
moss
pepper
patchouli
georgywood
musk
Launched exclusive to China, Hongkong, Macau & Taiwan. Release date: October 1, 2026
‘BYREDO officially launches its new Greater China exclusive city-limited eau de parfum, “00:00”. This new fragrance, crafted by perfumer Fanny Bal, explores the subtle “zero point”—the moment when time stands still—as its core concept, representing the end of one day and the beginning of another. The fragrance structure opens with bergamot and rosemary, infusing the notes with a clear, vibrant energy reminiscent of morning light. The heart blends warm gardenia balsam with earthy moss, ultimately settling into a deep woody base of pepper, patchouli, georgywood, and musk.’ – Hypebeast (translated)
‘BYREDO collaborated with Liu Shuwei, a dynamic video and installation art photographer, to create the visual language of 00:00. Shot in Shanghai, 00:00’s overall narrative revolves around the concept of “flow and transformation.” Light and shadow quietly permeate the city, reflections appearing and disappearing, figures intertwining and weaving through space without a fixed end. The images neither establish a beginning nor freeze an end, instead maintaining openness and blank space, allowing each moment to transcend boundaries and extend infinitely. 00:00 Eau de Parfum, crafted by perfumer Fanny Bal, draws inspiration from a ray of light and shadow cast upon a modern city, and a timeless, clear freshness. The fragrance opens with bergamot and rosemary, like the first light of dawn, bright and vibrant. The heart notes of gardenia gently bring warmth, blending with earthy moss to create a deep and lasting lingering glow. Finally, it settles into a woody base of pepper, patchouli, gerbera, and musk, allowing the scent to linger on the skin. At this moment, the tranquility of midnight is also a new beginning. 00:00 captures the moment when light, time, and perception meet, leaving a long and profound imprint between freshness and warmth.’ – HK01 (Translated)
