Ashish Shah conjures up the essence of Mumbai in a collaborative photo series with scent brand Byredo

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Ashish Shah conjures up the essence of Mumbai in a collaborative photo series with scent brand Byredo


Founder of Byredo, Ben Gorham, created the scent Mumbai Noise in honour of his childhood memories of visiting his mother’s family in Chembur, Mumbai. As part of the campaign, Ben approached Ashish Shah to create an album of photographs. The combination of Ben’s vivid personal memories and what Ashish describes as his own “understanding and love for Byredo” gave rise to a powerful creative alliance.

Alongside his work with Byredo, Ashish has worked with an impressive roster of brands and publications in his time, a list that includes Alexander McQueen, Vogue, i-D and The New York Times, among many others. Considering all his achievements, it’s surprising to discover that the photographer has had no formal training. In fact, his interest in photography was sparked during a “constant state of indifference” in his 20s. After leaving his childhood town of Dehradun, he made a group of friends who were in the habit of playing around with cameras. So, picking one up himself, he began taking photographs.

Since then he has developed a strong sense of purpose through his practice. “As a country, we constantly struggle with how the Western world packages India to make it palatable to their tastes and attitudes,” he says. So, through photography, Ashish works to shine a light upon and celebrate everyday life and the “common man” of India.



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