Burberry’s Brit Rhythm
As the fashion and music worlds fuse ever closer together, Burberry is jumping on the band wagon with the launch of their new men’s fragrance. Brit Rhythm is “inspired by the exhilaration and adrenaline of live music and the electric energy of the crowd”, according to Christopher Bailey, Burberry’s chief executive officer.
The scent contains fizzy and fresh top notes of basil verveina, which are set on a base of black leather and enhanced by notes of patchouli wood and styrax resin. The scent is perfectly tailored for evening events – be it head-banging at a concert or enjoying a flute of champagne at the Kensington Rooftop Gardens. The bottle evokes British punk with its angular shape, smoked glass and studded leather jacket feel, patterned in the trademark Burberry check.
The fragrance is part of a wider re-invention of the Burberry label, led by Bailey. Brit Rhythm marks the brand’s first new menswear fragrance in five years, and the first scent to be unveiled since Burberry moved all beauty operations in-house earlier this year. Bailey has created an additional capsule collection to go with the new fragrance, hiring Tom Odell to soundtrack his catwalk show and making Roo Panes the new face of the brand.
So feel like a rock star this autumn with a bottle of Brit Rhythm – priced at £44 for 50ml.