Burberry dances to a new beat

The British fashion and beauty brand is set to release its first fragrance since taking back its fragrance and beauty licence rights

British fashion and beauty brand Burberry is set to release its first fragrance since it announced its decision to buy back its fragrance and beauty licence rights from Inter Parfums last year. The new scent for men, named Brit Rhythm, is an aromatic fougère that is said to “encapsulate the raw energy of music”. According to the brand, Chief Creative Officer Christopher Bailey wanted the fragrance to capture the atmosphere of excitement and anticipation at a music festival.

The brand has had a longstanding relationship with music, and in particular, supporting British musicians through its Burberry Acoustic project. Earlier this year, the brand even held a series of live concerts at its new Regent Street store in central London.

Brit Rhythm opens on basil, cardamom and juniper berries, moving into a heart of patchouli, styrax resin and black leather, in homage to Bailey’s love of leather and its presence in Burberry’s clothing collections. Finally, the base reveals cedarwood, incense and tonka bean.

In line with the brand’s fashion roots, the bottle is said to feature a “studded leather jacket” feel. It is made of smoked glass and bears the fragrance’s name and brand logo on the neck of the bottle.

Brit Rhythm launches this month.

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