To make My Burberry a sure-fire, iconic British scent, Kurkdjian placed in the centrepiece damask roses dewy with rain, and “surrounded it with different notes and florals. We used geranium, which is very unique for women’s perfumes,” says Kurkdjian. “The leaves have a rosy minty scent; it’s very different from what you’d expect from a French perfume.” He pauses before continuing, “Think of Versailles – you have all these lines, very stiff, very structured. In an English garden, it’s a natural shambles even though a lot of work must have gone into it behind the scenes. That was the kind of Britishness we wanted for this fragrance.”
The resulting scent, My Burberry, is bound for signature status. Inspired by the brand’s heritage, it builds upon the foundation of the Yorkshire-made trench coat first created in 1879 by Thomas Burberry, and the chequered pattern that has been symbolic of the house since the 1920s. “For Christopher, iconic means timeless, but also modern, up to date,” says Kurkdjian.
Kurkdjian received the brief from Bailey a year ago, and relying on his memories of London, he felt that there should be a facet of classic dishevelment. “To me, I infused the idea of Britishness by putting the notes together so that it is not super polished. You smell fresh but there is a burst of something coming out of the fragrance. It’s not totally quiet. There is a twist. If it were French, it would be super polished and rounded, but here you catch a hint of asperity.”
The city in a new light
Sunshine in Hampstead Heath