Burberry draws on its past
Burberry’s ties with master perfumer Francis Kurkdjian is strengthened by two more fragrances, Her and My Burberry Black elixir de parfum, consecutively launched in October and this month.
The partnership began when Kurkdjian was asked to translate a trench coat into a scent, resulting in My Burberry launched in 2014 and with a campaign fronted by Kate Moss and Cara Delevingne.
The signature garment was originally developed by Burberry for British officers commanding troops in the trenches of the Western Front during World War I. Later the military wear became a staple in civilian wardrobes, especially after it was worn by Hollywood stars such as Humphrey Bogart in Casablanca (1943), and Audrey Hepburn in Breakfast At Tiffany’s (1961).
The first grand floral fragrance was named My Burberry, referencing how the British call their trench coat.
Kurkdjian’s olfactory story began with the scent of a London garden after the rain bottled in My Burberry eau de parfum. The second in the series, an eau de toilette evokes the garden in spring with blooming rain-tipped flowers.
The garden amid a gathering storm then inspired the more intense and sensual My Burberry Black eau de parfum, which was followed by the fruity- floral My Burberry Blush. In 2018, the narrative returns to My Burberry Black for a limited- edition elixir de parfum housed in the iconic bottle with a hand-tied ribbon and horn- look lid inspired by trench-coat buttons.
The bottle can be personalised through monogramming on the glass whereas initials can be engraved on a gold charm adorning the bottle of Her eau de parfum.
Kurkdjian captures the bold attitude and adventurous spirit of a Londoner in the new fruity-floral composition, whose marketing campaign features candid snaps of Delevingne out and about in her hometown.