It’s quite a task to make lavender, the scent of grandmothers, linen closets and National Trust shops smell sexy, desirable and, above all, modern. Burberry Brit Rhythm, the latest fragrance from the British luxury house, and their first to have lavender as its central note, may just have done so.
Apparently inspired by “the exhilaration and adrenaline of live music and the electric energy of the crowd”, the fragrance is the brainchild of the remarkable perfumers Nathalie Cetto and Antoine Maisondieu of Givaudan on behalf of Burberry. Its immediately recognisable topnote is English lavender, along with a spike of neroli and pink peppercorn. The middle note is blackberry leaves, orris absolute and orange flower absolute, with a basenote of vetiver, musk and vibrant woods.
Although the fragrance is of interest in and of itself, the launch of Burberry Brit Rhythm also marks a sea change in the way that fragrance is marketed. Sure there is an upcoming beautiful face fronting the campaign – in this case the ever newsworthy Suki Waterhouse but, at the press conference to launch it, newly anointed chief creative and chief executive officer Christopher Bailey announced that from now on clothing, beauty and accessories will be launched simultaneously to support fragrance launches.
In the case of Burberry Brit Rhythm, there is a complementary limited edition ready-to-wear and accessories range featuring leather, denim and studs to echo the live music narrative behind the fragrance (check it out here), and a full beauty look from Burberry Beauty, which features radiant skin, smokey eyes, nude lips and nails in poppy black and steel grey. (Available here).