Burberry is launching Mr. Burberry today – the new fragrance for men, inspired by its British-made Heritage Trench Coat.
The Fragrance
Mr. Burberry captures a true scent of London – traditional yet cheeky and effortless elegance with a little rough around the edge. The fragrance fuses together these ideals of classic British perfumery with added unexpected ingredients.
The fragrance opens with a contemporary feel of crisp zesty grapefruit, cut with a seductive base of earthy vetiver and smokey guaiac wood.
The bottle design takes influence from the black Heritage Trench Coat and its signature design detailing. Bold and masculine, the fragrance celebrated the innovative fabric invented by Thomas Burberry over 100 years ago.
The Campaign
The film for the new fragrance was shot in London by Oscar and Turner Prize-winning British director Steve McQueen and is his first ever commercial. The film tells a steamy story between a couple’s weekend in London, starring Josh Whitehouse and Amber Anderson. The pair get passionate; even featuring a nude bath scene in the campaign, with a special soundtrack to entice you into their lavish lifestyle.
STEVE MQUEEN
The Mr. Burberry fragrance film was shot by Oscar and Turner Prize-winning British director Steve McQueen, who portrayed the intertwined lovers on a ‘dirty weekend’ in the campaign. Steve McQueen spoke about the collaboration with Burberry designer Christopher Bailey and described when they first met they ‘clicked’ and his admiration for Bailey made this one a very exciting project.
“Christopher is fucking amazing, man. What’s interesting about Christopher is that he’s such a beautiful person. And that sounds corny, but I don’t give a shit. And I’m so happy he can remain so. That’s half his talent.”
McQueen says “For the Mr. Burberry film, I wanted to convey the idea of two people who have just met but who are deeply in love. This is the highest point of their love, or their passion. It’s that moment in a relationship where all you are thinking about is each other, and all you want is to be with each other.”
Evoking a scent through visual didn’t prove too hard for Steve McQueen; “It wasn’t difficult at all because it was about passion, and sex. I think that evokes so many things. Often smell. All of the senses come out to play. When you’re dealing with two young people, at the height of their love for each other, it’s pretty easy. What I was interested in doing was conveying that. I wanted it to be very sensual.”
Watch the Mr. Burberry film here:
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