Supermodels, stylists and Swedish It girls join Ben Gorham to fete the new Stockholm Byredo flagship

Byredo is a brand born in – and beloved by – Stockholm, so it’s only fitting that it should have a stunning home in the heart of the city. Located just off Stureplan – and down the street from the brand’s previous Stockholm store – the new space is bigger, better and endlessly more Byredo-esque. Heavy on natural stones, contrasting textures and 50-plus shades of grey and beige, the retail space offers a sleek minimalist backdrop for Byredo’s beloved fragrances and lotions, makeup and candles, plus a handful of the brand’s one-off objects.

To fete the new flagship yesterday evening, the Stockholm fashion industry came out in droves, crowding the store and spilling onto the street. Brand founder Ben Gorham himself held court as stylists Hilda Sandström and Ursula Wågander rubbed shoulders with supermodels Erika Linder and Nora Svenson. Elsewhere, actress Hedda Stiernstedt – looking particularly stunning in professionally done Byredo makeup – whizzed past Brazilian superstar Camila Coelho (a good pal of Gorham’s). Even Stockholm’s most beloved designers came out – Stockholm Surfboard Club’s Manne Haglund, sania d’mina’s Sania Claus Demina.

But it’s no surprise Byredo would bring out the best of the best. After all, these are the scents, lotions and lipsticks that underscore our industry’s everyday. As the evening wound down and the last flutes of champagne were poured, gift cards for perfume were handed out to guests. “Oh my god, what a treat,” I heard a well-dressed woman say. Even Stockholm’s coolest crowd is wowed by Byredo.

See all the photos below.