So the Moment Time Stands Still Is Fresh: Byredo Invites Perfumer Fanny Bal to Create 00:00, With a Musk Base That Gets More Charming Over Time
The name itself is quite romantic
Summary
- Byredo has launched a Greater China-exclusive city-limited fragrance, "00:00 Eau de Parfum," officially releasing on October 1.
- Inspired by the concept of "Reset and Restart," perfumer Fanny Bal interprets the intersection where time stands still and flows.
- The top note of bergamot is fresh and bright, gradually transforming into the warmth of gardenia, before finishing with a captivating musky woody base.
- In Hong Kong, it is priced at HK$ 2,450 (100ml) and HK$ 1,720 (50ml), available at all boutiques and Lane Crawford.
00:00 marks the end of a day, yet the new one has not fully unfolded. This “zero point” is neither a finish line nor a start, but rather a moment when time pauses. Byredo has bottled this romantic concept in a new fragrance exclusive to Greater China: 00:00 Eau de Parfum. Perfumer Fanny Bal set out to capture the intersection of light, time, and perception. If the flow of time had a scent, what would it be? This fragrance, drifting between crispness and warmth, unexpectedly makes you want to lean in for another smell.
An initial freshness, as if time stood still
“I wanted to create a freshness that truly lasts,” explains Fanny Bal. When 00:00 first hits the skin, bergamot and rosemary lead the way. This bright, energetic citrus accord feels like the first glimmer of dawn breaking through the silence. In that instant, the clear scent seems to make time stand still, offering a sense of clarity like taking a fresh breath after a reset.
Gardenia and wood: A warm resonance that flows with time
As time passes on the skin, the fragrance of 00:00 flows and evolves. The heart note of gardenia resinoid gently extends the initial radiance, softening it into a warm glow. Grounded by earthy moss, the scent gains a deeper complexity.
The most enchanting part of this perfume is its base. Pepperwood, georgewood, and musk create a steady woody foundation, feeling like the quiet of midnight preparing for a new beginning. The lingering musk on the skin perfectly balances freshness and warmth. True to its name, the dry down of 00:00 becomes more intimate and resonant the longer it stays on the skin.
Release and store information
This fluid 00:00 Eau de Parfum will be available exclusively in Mainland China, Hong Kong, Macau, and Taiwan starting October 1, 2026.
- Hong Kong price: HK$ 2,450 (100 ml) / HK$ 1,720 (50 ml)
- Macau price: MOP 2,550 (100 ml) / MOP 1,770 (50 ml)
- Hong Kong locations: Gough Street flagship store in Central, K11 MUSEA, Lane Crawford (ifc mall, Times Square, Canton Road), The Twin Tower II in Kai Tak, and YOHO MALL I in Yuen Long
- Macau location: Level 2, The Shoppes at Londoner
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