Mr. Burberry

Created by Chief Creative and Chief Executive Officer Christopher Bailey, working in collaboration with perfumer Francis Kurkdjian, Mr. Burberry captures the essence of London – a city of great contrasts and contradictions – traditional yet irreverent, elegant without being pristine. A sensual herbal woody eau de toilette, the fragrance fuses classic scents of British perfumery with unexpected ingredients. Contemporary and sophisticated, the fragrance opens with notes of crisp zesty grapefruit, cut with a seductive base of earthy vetiver and smokey guaiac wood. The bottle is inspired by the black Heritage Trench Coat and its signature design details. Bold and masculine, the weighted cap references horn-look buttons, while a hand-tied knot in English-woven black gabardine sits around the neck, celebrating the innovative fabric invented by Thomas Burberry more than 100 years ago. Customers are able to physically personalise their Mr. Burberry bottle with up to three initials through a monogramming service available on Burberry.com and selected Burberry and wholesale stores. Users will also be able to monogram their own virtual Mr. Burberry bottle within interactive advertising and share it on Facebook, Twitter, Pinterest and Instagram. A grooming line which includes an aftershave splash, a face moisturiser and a beard oil has been created as part of the launch.

Fusing the worlds of fashion and beauty, the launch of Mr. Burberry is celebrated with a ready-to-wear collection including the new Chelsea fit Heritage Trench Coat worn by Josh Whitehouse in the Mr. Burberry campaign. Capturing the essence of the new men’s fragrance, the collection pays tribute to classic tailoring with a sense of relaxed, quintessentially British style and features contemporary-cut suiting, white shirts teamed with a soft-drape silk tie, traditionally-made brogues, classic leather bags, modern metal cufflinks and accessories..

Shot by Oscar® and Turner Prize-winning British director Steve McQueen, the campaign includes TV, print and a director’s cut film featuring British actor and musician Josh Whitehouse and British model and actress Amber Anderson. Titled ‘I Won’t Complain’, the soundtrack was created by British singer- songwriter and Mercury Music prize winner Benjamin Clementine.

Steve McQueen says, ‘“For the Mr. Burberry film, I wanted to convey the idea of two people who are passionately in love. 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.”.

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