Burberry branched out of fashion and planted musical seeds when it gave us Burberry acoustic. The luxury label’s official music channel lavished the world with its distinct brand of British charm. And now the fashion house is set to dance to new tunes by releasing Brit Rhythm. The new fragrance for men will mark the first in a series of many in-house initiatives by Burberry’s beauty business. The launch will also be the biggest the brand has seen and be followed by a digitally driven story around music that culminates in live gigs.
Blurring the digital and physical through music has been the inspiration behind the fragrance, which is sexy and subtle at the same time. Top notes infuse a shot of juniper berries in basil verveina and spicy cardamom that combine with black leather, heady patchouli and styrax resin, lying at the heart of the scent. Sensual cedarwood heart, incense and warm tonka bean finish the base notes all whilst possessing an adrenaline pumping liveliness.
In celebration of Brit Rhythm, fashion too isn’t far behind. Christopher Bailey’s capsule collection of ready-to-wear and accessories is set to take store windows by sartorial storm including Bloomingdale’s, New York, and Printemps, Paris. The iconic leather jacket and leather notes from the heart of the fragrance form the fabric of this stunning selection, which consists classic outerwear and a striking satchel and aviators to pair with.
The campaign will also take us behind the scenes with British actress Suki Waterhouse and George Barnett, of ‘These New Puritans’ along with plunging us into black and white realms of music. It will teach the world how to do Brit by capturing #ThisisBrit imagery from live gigs around the world, including the Brit Rhythm events. A dedicated online platform hosted by Noisey will also launch in September featuring videos, promoting new talent and lauding music. “Sexy and provocative, Brit Rhythm is inspired by the exhilaration and adrenaline of live music and the electric energy of the crowd,” muses Bailey. I’d stay tuned!