Mr. Burberry: London in a bottle

Burberry has launched Mr. Burberry, its latest men's fragrance. Created by Chief Executive Officer Christopher Bailey, in partnership with perfumer Francis Kurkdjian, the new perfume is quintessentially London, bottling the city's personality with its woody base and sharp grapefruit notes.

"Mr. Burberry is our most significant men's fragrance to date," said Bailey. "Inspired by the iconic Burberry trench coat and by London, a city of great contrasts and contradictions. It is traditional yet irreverent, elegant without being pristine. It perfectly encapsulates a mood and an attitude that today's Burberry man will recognise as his own."

The accompanying ad campaign – TV, print and film – was shot by Oscar-winning British director Steve McQueen and stars British actors Josh Whitehouse and Amber Anderson. "It's that moment in a relationship where all you are thinking about is each other, and all you want is to be with each other, said McQueen. The soundtrack for the film was provided by British Mercury Music prize winner, Benjamin Clementine. Discover the campaign here...

Mr. Burberry is now available at burberry.com. Customers who wish to purchase the new fragrance can customise their bottles through a monogramming service that adds up to three initials. Along with the perfume, Burberry has also launched a complete grooming line that includes an aftershave, face moisturiser and a beard oil.