Burberry is launching its first ever in house fragrance for men later this month called Burberry Brit Rhythm.
Burberry Brit Rhythm was developed in collaboration with perfumers Dominique Ropion, Anne Flipo and Olivier Polge.
The notes include basil, verbena, cardamom, juniper berries, black leather, patchouli, styrax, cedar, incense and tonka bean.
According to Burberry’s chief creative officer Christopher Bailey, the scent is “inspired by the music in the brand’s DNA” and aimed at rock ’n’ roll souls.
Describing the scent, he said:
This is the first scent with a certain edge. “We don’t have anything with this kind of attitude. They are either a little more classic or traditional or they don’t have this kind of sexiness or attitude.”
He described the launch of the fragrance as “the biggest ever men’s launch” for the brand.
Burberry Brit Rhythm will be supported by a black-and-white print and film digitally led campaign that will be unveiled online on 3 September. A capsule collection, heavy on leather jackets and denim, will be sold to complement the fragrance.
Burberry Brit Rhythm will be available in 30, 50 and 90 ml Eau de Toilette.