Launching a limited-edition reissue of the Mister Marvelous, Byredo’s latest scent has been designed for the contemporary man and is rewriting the rules of modern masculinity. The 2022 release is multi-dimensional and features Odell Beckham Jr. in the campaign.
Odell Beckham Jr.
Growing up in New Orleans to a sporting family, Beckham showed promise from an early age – like his father, he attended Louisiana State University, an institution known for producing NFL-caliber players. Having played for the New York Giants and Los Angeles Rams, he became renowned for his acrobatic abilities and explosive speed The three-time Pro Bowl wide receiver and Super Bowl LVI champion was chosen as the perfect ambassador for the fragrance. Not only is he an exceptional athlete, but Beckham is also a father, a media mogul, an entrepreneur and a magnetic star.
“Mister Marvelous reminds me of a Renaissance man,” Beckham says. “Winning the Super Bowl, becoming a dad and going into my 30s, I’m in a happy place. That’s what Mister Marvelous exudes — a well-rounded happy guy.” Beckham has long been a supporter of Byredo. “I love the brand. The candles are all over the house, and I recently started using the fragrances,” he says. “Authenticity is important to me when choosing the partners I work with, so this was an easy fit.”
Byredo founder and creative director Ben Gorham
Gorham has himself had a similar journey to Beckham. As a 6-foot-5 former guard, he played professional basketball in Europe before leaving the game to embark on a new life as an entrepreneur, a husband and a father. “Mister Marvelous was always a project intended to celebrate great character, resilience and creativity.” Says Ben Gorham.
Born in Stockholm to an Indian mother and a half Scottish, half French Canadian father, Gorham returned to his birthplace to study fine art, before taking the interesting path of olfactory creation – most unusual for one with a sporting background. His personal style and connection to fashion, continue to be recognised in high-profile publications like Vanity Fair, Vogue, Women’s Wear Daily, Elle and GQ.
Imagery by Joshua Woods
Photographer and filmmaker Joshua Woods was chosen to create the campaign imagery. Now based in Paris, he hails from Harlem in New York City and is known for representing unconventional stories in the worlds of fashion, art and music. Woods’ photojournalism has been exhibited worldwide and commissioned by brands such as Gucci, Ralph Lauren, Chloé, Carhartt and Nike. New York high-fashion guru (and former assistant to American Vogue creative director Grace Coddington) Stella Greenspan, is responsible for styling Beckham. Her portfolio of clients includes W Magazine, Dazed and British Vogue to Chanel, Dior and Nike.
Intriguing, charismatic and surprising, Mister Marvelous’ aroma has a sweet opening of mandarin leaves and neroli flower, followed by a fresh heart of bamboo, green lavender and spicy notes of black amber with white cedarwood.
Mister Marvelous is priced at £182 for 100ml and can be bought via the Byredo website www.byredo.com
