Burberry has today launched Mr. Burberry, the new fragrance for men inspired by its British-made Heritage Trench Coat. Created by by Chief Creative and Chief Executive Officer Christopher Bailey, working in collaboration with perfumer Francis Kurkdjian, Mr. Burberry captures the essence of London with a herbal woody eau de toilette. The fragrance fuses classic scents with unexpected ingredients, including notes of grapefruit, vetiver and guaiac wood. The bottle is inspired by the coat and its signature design details, while the weighted cap references horn-look buttons. A hand-tied knot in English-woven black gabardine sits around the neck, celebrating the fabric invented by Thomas Burberry more than 100 years ago.

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. The campaign launches today on multiple platforms.  

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