Burberry set to launch new men’s scent
Burberry Brit Rhythm is the first fragrance the label has created since its beauty business was brought in house on April 1.
Burberry will soon release its first fragrance to be produced in-house after the brand announced it would go it alone without a separate perfume licensee in April this year.
Since creative director Christopher Bailey took over at Burberry in 2001, music has undeniably become an integral part of the London-based luxury label’s DNA.
Whether it’s the brand’s live shows, sponsored performances or the music section on the site, there’s a certain rock ‘n’ roll guitar-toting aesthetic that Bailey has tried to blend into the fashion brand. And music was the main inspiration for the new men’s scent, Burberry Brit Rhythm.
“It’s really that kind of adrenaline feeling that you get from music. The effect of hairs rising on the back of your neck. The moment where you are anticipating your favorite band coming on, or when you are listening to a beautiful piece,” Bailey told WWD.
Concocted by Dominique Ropion, Anne Flipo and Olivier Polge the fragrance reportedly opens with a blend of basil, spicy cardamom and juniper berries. The heart of ‘Rhythm’ mixes black leather, patchouli and styrax resin while base notes of cedar, incense and tonka bean round out the scent.
“It’s a sexy fragrance because I think there is a sexiness to that kind of rock ‘n’ roll world. It’s very leathery. It’s sexy and a little bit smoky and sensuous and I kind of like that idea of skin and leather. They were the starting points,” explained Bailey.
Bottled in a textured glass flask (featuring the Burberry check), the eau de toilette will comes in three sizes: 90 ml ($79), 50 ml ($60) and 30 ml (for $49), joined by an aftershave balm and shower gel.