Burberry held a launch party in London at trendy club Koko yesterday on December 3, 2007 to introduce its new fragrance called The Beat, developed in collaboration with Interparfums. The scent aims to reach the hip and young crowd while offering an older generation revivalist flavor combining canonic edgy references to Studio 54 and the Swinging Sixties in London. Who said the young could be left alone to define themselves? Like Calvin Klein more recently with CKIN2U, Burberry is offering its own fragranced version of youth culture and it is not so much techno as retro, but in disguise.......
The choice of Model-of-the-Year Agyness Deyn to front the Burberry ad campaign feels like a blast from the past with her look and air that seem to quote both Edie Sedgwick's style and Twiggy's. Photographer Mario Testino recently said more generally about the brand,
"I immediately realised that Burberry has reached another stage in its history. Christopher Bailey has taken Burberry into a very modern dimension. It was crucial that the advertising campaign expressed this new energy. Talking to Christopher, we agreed that the look we wanted to achieve was a mix of Cecil Beaton imagery and the Sixties feeling in London, reinterpreted with the people and the vigour of today. The new swinging London."
Information about the jus itself is scant as the roll-out is planned for February-March 2008. An elixir parfum version will also be immediately available. Picture above is with Burberry creative director Christopher Bailey in front of the new advert by David Sims for The Beat.