LONDON. Burberry yesterday marked the launch of its latest feminine fragrance, Her, with a lavish and interactive London-themed ‘house party’ in Mayfair.
British supermodel Cara Delevingne was the evening’s host. A long-time collaborator of Burberry – or ‘friend’ as the brand would term it – Delevingne is the face of the new fragrance and both stars and sings in its campaign.
The Moodie Davitt Report was among the guests – a select mix of retailers, editors and KOLs – invited to spend the evening at a spacious townhouse in London’s upmarket Mayfair neighbourhood.
The party followed a morning ‘in conversation’ session with Coty Luxury Chief Marketing Officer Simona Cattaneo and Master Perfumer Francis Kurkdjian, creator of the Burberry Her scent. Look out for a deeper exploration of this significant launch in the coming days.
The new fragrance is intensely related to London. In fact, explained Kurkdjian, the campaign concept and the collaboration with Cara Delevingne were decided upon even before he began work on the scent. It is designed, he said, to be an olfactory representation of the city, and of the modern and irreverent coolness of young Londoners, embodied so perfectly by Delevingne herself.
Upon arrival at the house party, guests were greeted by a Pearly King and Queen, introducing a strong theme of London cultural references that would run throughout the evening. With guests coming from various places around the world, Burberry said it wanted to ensure that everyone experienced a true taste of London. [Luckily for visitors, they were not treated to London’s usual October climate. Burberry’s thoughtful weather warning proved unnecessary as the Indian summer continued.]
From black cabs to traditional British pubs, references to London icons were dotted about the house. The overall design reflected and complemented the Burberry Her campaign and packaging, with added elements that highlighted the grandeur of the building itself.
Grecian-style sculptures and plush furnishings provided rich Instagram fodder for the carefully selected KOLs in attendance. So too did neon signs, which read ‘Her’ or ‘Maybe it’s because I’m a Londoner’ (the latter the name of a song specially recorded by Delevingne for the Her campaign).
As well as various powder-room style stations that invited guests to perfect their hair and make-up – and indulge in a spritz or two of Her – the house offered a number of interactive elements.
A huge bed, dressed in sheets of golden silk, was fitted with an overhead camera. Guests were invited to pose atop the bed in whatever way best expressed their personality. Photos were then sent to an touchscreen booth nearby, from which they could be both instantly printed and also sent digitally to friends or family.
In this same room were a selection of statues that proved irresistible as a photo backdrop. Not only for guests, but also for Delevingne herself, who posed for an excited crowd alongside fellow Burberry face – and fellow British supermodel – Jourdan Dunn.
After an unexpected and upbeat choral performance, which made use of the acoustics in the house’s impressive spiral stairway, the doors to a ‘pub’ (aptly named The Pearly Queen) were opened. Inside, guests soon seized on the opportunity of a karaoke machine.
Those without the urge to perform could choose instead to enjoy the DJ set, which – in its mix of current hits and cult classics – well reflected the playlists of London’s leading nightclubs.
Francis Kurkdjian, who has been creating fragrances for Burberry for a number of years, often speaks of the pleasure of working with a house with such a strong heritage, identity and vision. All three were certainly on display at Cara Delevingne’s house party.
Burberry Her launched into travel retail this month. Sizes and RRPs are as follows: EDP 50ml (US$84.50, €71.90, £56); EDP 100ml (US$108, €97.90, £79.20; body lotion 200ml (€36, £30.40); body spray 100ml (€28.90, £23.20).