Burberry's newest scent Mr Burberry checks all the right boxes. For its signature male scent, the house went all out, employing only the best names in the business. From getting master perfumer Francis Kurkdjian as its nose, to employing the Oscar- and Turner prize-winning director Steve McQueen to direct its stirring film, Mr Burberry the Eau de Toilette is already an icon in the making.
Says the brand's chief creative and exective officer Christopher Bailey, "Mr. Burberry is our most significant men's fragrance to date. Inspired by the iconic Burberry trench coat and by London, a city of great contrasts and contradictions. It is traditional yet irreverent, elegant without being pristine. It perfectly encapsulates a mood and an attitude that today's Burberry man will recognise as his own."
The juice, created by Bailey in collaboration with Kurkdjian, is a clever mix of classic notes and unexpected touches. Described as a sensual, herbal woody eau de toilette, it opens with a crisp and zesty grapefruit, but is grounded by a seductive base of earthy vetiver and smoky guaiac wood. Following the clean and sleek design of the brand's My Burberry scents for women, the flaçon is inspired by the brand's black Heritage trench coat — from the cap and its horn button finishes, to the woven black gabardine ribbon tied around its neck. A special touch? Like its female counterpart, the bottle can be personally engraved in any Burberry store for up to three initials.
And because Burberry has a delightfully modern spirit, the film features some pretty cool British talent. Besides the engagement of McQueen to direct the film — which was shot in London to capture the scent's intriguing essence — it also features Brits like model-actress Amber Anderson and actor-musician Josh Whitehouse. And if you click on the full director's cut below, you're bound to ask who the soundtrack is by. We'll save you the Google search. The answer is British singer-songwriter Benjamin Clementine. From celebrating Britishness to making fragrance — and dirty weekends — sexy again, it seems like there's nothing Burberry can't do.