Burberry have launched a new fragrance for women called My Burberry to evoke the affective link which might exist between one of the well-worn house iconic trenches and its proprietor...
Christopher Bailey said, "It is our iconic trenchcoat fragrance. 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."
The floral Eau de Parfum was composed by perfumer Francis Kurkdjian. It debuts with top notes of sweet pea and bergamot developing into a heart of geranium, golden quince and freesia. The base is both woody and floral with patchouli and both Damask and Centifolia roses.
In keeping with the functional aspect of the trench coat which is to protect you against the elements, the fragrance is inspired by the scent of a wet garden in London after the rain. The nose explained that it's about
"...London, an urban garden. You have the vibrancy of the city, so it is something contemporary. You have the garden. You have the flowers...and the art of gardening, which is very important for the British. 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. All of these feelings."
The bottle top recalls a trench horn button while the jus has been colored a golden honey to reference gabardine found knotted around the neck of the flacon.
The ad campaign was shot by Mario Testino. As usual, the house has gone for 100% Britishness by electing to feature models and celebrities Cara Delevingne and Kate Moss. They wear their trench coats with sexy poses as you have to guess that they are naked underneath while both sit on an oversized model of the perfume bottle serving as an ottoman and love seat. The official advertising campaign starts on September 2, 2014.
"The eau de parfum ranges in price from $72 for a 30-ml. bottle, to $2,800 for a supersized 900-ml. one. There is also a 50-ml. bottle for $95, and a 90-ml. one for $125. Other products include a 240-ml. shower oil priced at $60; a 100-ml. moisturizing body mist for $42; a 100-ml. deodorant for $38, and a set of three bathing soaps for $48."