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New flagship fragrance My Burberry |
Burberry has unveiled a new feminine scent, described by the brand as its most significant fragrance to date. Inspired by a London garden after the rain, My Burberry – which takes its name from the affectionate way consumers refer to their Burberry trench coat – begins its global introduction this month.
In addition to the fragrance, a capsule collection of My Burberry ready-to-wear pieces and accessories, as well as a dedicated make-up look created around the iconic trench coat, will be released to coincide with the launch.
“My Burberry is the true embodiment of our brand, in scent, in design and in attitude,” noted Burberry Chief Creative and CEO Christopher Bailey. “A fragrance that takes its lead from the iconic Burberry trench has to be outstanding in every way.”
The new fragrance is described as a timeless classic – and the “ultimate expression of the brand’s past and future”. It was composed by Bailey, in collaboration with renowned rose Francis Kurkdjian.
The juice – a grand floral with an unexpected edge – is said to be confident and elegant, yet understated in a typically British way. Top notes of sweet pea and bergamot build to a heart of geranium, golden quince and freesia, rounded out with base notes of rain-tipped damask, centifolia roses and patchouli.
Referencing the Burberry trench coat colour palette, the honey-coloured juice echoes one of the three shades used in the brand’s Heritage Trench Coat collection.
The glass bottle and overall design aim to reflect the details of the Burberry trench coat. A horn-finish cap evokes the brand’s distinctive buttons (and each cap is unique), while the hand-tied knot which adorns the bottle neck is English-woven gabardine – an homage to the fabric invented by Thomas Burberry over 100 years ago.
The bottle is presented in a trench-coloured box. The gold lined interior is embossed with the iconic Burberry check design, an emblem of the brand since the 1920s.
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The My Burberry launch will be supported by a campaign featuring British global fashion icons Kate Moss and Cara Delevingne, shot together for the first time, by Mario Testino, under the creative direction of Bailey. Each model wears the famous Sandringham trench coat.
The campaign will incorporate outdoor and print advertising, www.Burberry.com, Facebook, YouTube, Twitter, Google+, Instagram, Pinterest, Polyvore, Sumally, Sina Weibo, Douban, Youku and WeChat.
The My Burberry collection comprises a 30ml, 50ml and 90ml edp, a Collectors Edition 900ml edp, a 240ml shower oil, a 100ml moisturising body mist, a 100ml deodorant and a bathing soap.
The corresponding My Burberry make-up was developed by Burberry Make-up Artistic Consultant Wendy Rowe, under the creative direction of Bailey. Like the fragrance, the make-up collection was inspired by the brand’s trench coat, and is designed to suit all skin tones.
