Heritage powerhouse Burberry is quite often the first off the mark when it comes to industry-defining milestones, so it comes as no surprise that Christopher Bailey has become the first designer to snag Kate and Cara combined. The inimitable pair feature in their very first joint campaign for the house’s latest fragrance- My Burberry, which launches today.
“My Burberry is the true embodiment of our brand, in scent, in design and in attitude. A fragrance that takes its lead from the iconic Burberry trench has to be outstanding in every way,” says Christopher Bailey, Chief Creative and Chief Executive Officer, Burberry.
Shot by photographer Mario Testino, the campaign is a typically British celebration of the house’s iconic legacy. Kate and Cara, wrapped in the classic Sandringham trench coat, effortlessly evoke the youthful spirit and timeless style of the brand.
The fragrance itself is inspired by a London garden after rainfall, and was crafted by renowned perfumer Francis Kurkdijan, in collaboration with Christopher Bailey. It’s a grand, floral fragrance with an elegant heart- which, as Kurkdijan intended, is the perfect accompaniment to a Burberry trench. Top notes of sweet pea and bergamot fuse with a heart of geranium and freesia, finishing with a warm base of rain-tipped damask, rose and patchouli.
Following Burberry’s revolutionary approach to interactive communication, the My Burberry bottle may be personalised through the brand’s unique monogram service. The multi-platform campaign, which launches today, allows smartphone users to project their very own monogrammed bottle onto billboard globally- showcasing their own initials alongside Kate and Cara’s.
And so, following on from yesterday’s global launch of AW14’s show-stealing monogram ponchos, it seems that this week, we really are all Burberry girls.
by Roberta Lister
My Burberry is available globally from today. Bottle monogramming service is available at www.burberry.com and in Burberry stores.
Images: @Copyright Burberry/Testino