Ripped: ‘My Burberry’ fragrance release

By Jo Phillips

Screen shot 2014-07-04 at 11.14.10 AMThe new Burberry perfume, My Burberry, was released today.  Burberry worked with Franis Kurkdjian to create this fragrance that captures a London garden after rain.  The top notes include sweet pea and bergamot fuse, followed by heart notes of geranium, golden quince, and freesia, finished off by base notes of rain-tipped damask, patchouli, and centifolia roses.

Screen shot 2014-07-04 at 11.19.59 AM“The flowery aspect of the perfume comes from that idea of the garden after the rain. You have the lush wetness. You have the soil. You have the earthiness.” Kurkdjian said.

Screen shot 2014-07-04 at 11.20.13 AM

Screen shot 2014-07-04 at 11.13.16 AMThe bottle was designed by the Chief Creative and Chief Executive officer, Christopher Bailey, to echo the classic trench coat.  The lid is designed to look like a bold horn-finish cap that echoes the distinctive buttons of the iconic trench coat.  The neck is accented by the hand-tied knot is an English-woven gabardine honoring the fabric Thomas Burberry invented over 100 years ago.  The actual fragrance color is reminiscent of the signature honey shade of the trench coat.  Finally, the box is trench-coloured box with a golden lined interior that is embossed with the classic Burberry check design.

Screen shot 2014-07-04 at 11.19.00 AM“Because My Burberry is the first and only fragrance to draw its inspiration so directly from the Burberry trench, it has to be the true embodiment of our brand – in scent, in design and in attitude,” Bailey said.

Screen shot 2014-07-04 at 11.17.31 AMThe actual campaign was shot by Mario Testino featuring models Kate Moss and Cara Delevinge who worked together for the first time.  In the campaign they both wear the Sandringham trench coat and embody the sense of individuality and legacy of the company.  The campaign will be featured on various platforms including Twitter, Pinterest, Instagram, print, and more.

Check it out here.