Today, Burberry launches My Burberry Black – the new parfum for women, inspired by the black Heritage Trench Coat – with a campaign starring British actress Lily James
The campaign was shot by photographer Mario Testino under the creative direction of Chief Creative and Chief Executive Officer Christopher Bailey, and features Lily James in her first global advertising campaign.
‘I Put a Spell on You’ performed by British singer-songwriter Duffy, is the soundtrack to the campaign.
As a first for the brand, customers can watch the campaign unfold as Lily James takes over Burberry’s Snapchat channel today. The takeover will culminate with the reveal of the TV campaign across multiple platforms globally including Clear Channel’s One Piccadilly and Coventry House screens in Piccadilly, London.
The campaign launches today with a series of innovations, including:
In-store digital experience – in selected retailers, a multisensory experience triggered by interacting with a My Burberry bottle allows customers to discover the My Burberry scents and immerses them in the universe of My Burberry Eau de Parfum, My Burberry Eau de Toilette and My Burberry Black. Customers will also be able to create their own virtual monogrammed bottle.
Created by Chief Creative and Chief Executive Officer Christopher Bailey, working in collaboration with perfumer Francis Kurkdjian, My Burberry Black bottles the sensual elements of a black Burberry trench coat against bare skin.
The fragrance fuses the scent of sun-drenched jasmine flower and peach nectar with a touch of rose. The signature rose note at the heart of My Burberry is given a sweet and inviting candied twist, while rich amber patchouli rounds off the scent for a deep and captivating finish.
My Burberry Black returns to a London garden amidst a gathering storm, heavy rain contrasting with the warm and captivating flora. The fragrance bottles the sensual elements of a black Burberry trench coat against bare skin. Fusing the scent of sun-drenched jasmine flower and peach nectar with a touch of rose. This signature rose note at the heart of My Burberry is given a sweet and inviting candied twist, while rich amber patchouli rounds off the scent for a deep and captivating finish. Top Notes: jasmine flower Heart notes: candied rose and peach nectar Base notes: amber patchouli
My Burberry Black is housed in a rich, amber-coloured glass bottle, whose overall design reflects the details of the black Burberry Heritage Trench Coat. A dark horn-finish cap echoes its distinctive buttons and the hand-tied black English-woven gabardine knot – made in Castleford, Yorkshire – honours the weatherproof fabric invented by Thomas Burberry over 100 years ago.
Customers are able to physically personalize their My Burberry Black bottle with up to three initials through a monogramming service available on Burberry.com and selected Burberry and wholesale stores.
Introducing My Burberry Black – an intense and sensual interpretation of the iconic fragrance My Burberry. Created by Chief Creative and Chief Executive Officer Christopher Bailey in collaboration with renowned perfumer Francis Kurkdjian, the fragrance is inspired by the black Burberry Heritage Trench Coat.
My Burberry Black 90ml, 50ml, 30ml My Burberry Black Collector’s Edition 900ml My Burberry Eau de Toilette 90ml, 50ml My Burberry Eau de Parfum 90ml, 50ml, 30ml My Burberry Eau de Parfum Collector’s Edition 900ml My Burberry Shower Oil 240ml My Burberry Moisturizing Body Mist 100ml My Burberry Fresh Deodorant 100ml My Burberry Bathing Soap 3 x 100g.