Burberry launches My Burberry perfume

By

Sarah Ahssen

Published
Sep 1, 2014

Burberry is expanding its range of fragrances with My Burberry. To be launched worldwide on Tuesday, September 2, the new perfume for women takes its inspiration from the idea of a London garden after its has rained. At the helm of the development of My Burberry - whose name refers to the phrase women employ in referring to their Burberry trenches (a flagship model for the British company) - a duo composed of Christopher Bailey, head of design and CEO of Burberry and the perfumer Francis Kurkdjian. A duo will also be at the forefront of the My Burberry marketing campaign: Kate Moss and Cara Delevingne will be photographed by Mario Testino under the artistic direction of Christopher Bailey.

My Burberry is the second perfume that the brand has launched since the resumption of in-house beauty business, previously overseen under license by Interparfums. Since its incorporation as the brand’s fifth product division in April 2013, Burberry has launched the Burberry Beauty Box, a store concept fusing fashion, makeup and perfume; and has come out with the Brit Rhythm fragrance line for men and women.

It’s also worth noting that My Burberry comes out at the same time as a My Burberry ready-to-wear and accessories capsule collection, as well as makeup inspired by the emblematic trench coat.