Burberry will launch My Burberry, a new floral fragrance fronted by models Kate Moss and Cara Delevingne. Burberry designer Christopher Bailey calls it "a trenchcoat in a bottle".
My Burberry was developed by perfumer Francis Kurkdjian, who noted the fragrance's London inspirations:
You have the vibrancy of the city, so it is something contemporary. You have the garden. You have the flowers…and the art of gardening, which is very important for the British. The flowery aspect of the perfume comes from that idea of the garden after the rain. You have the lush wetness. You have the soil. You have the earthiness. All of these feelings.
The notes include bergamot, sweet pea, geranium, golden quince, freesia, patchouli and rose.
Burberry My Burberry will debut in September, in 30, 50, 90 and 900 (yep) ml Eau de Parfum and in matching body products. I will update with an image of the bottle when I can.