Burberry draws inspiration from London and brand heritage for men's fragrance launch

Burberry has lined up Poldark star Josh Whitehouse to front its new ad campaign for Mr Burberry, its fragrance for men, in a campaign once again drawing on the brand's heritage.

Burberry draws inspiration from London and brand heritage for men's fragrance launch

The new perfume is inspired by "the anticipation of London at night" and uses a bottle designed as an homage to the black Heritage Trench Coat invented by founder Thomas Burberry more than 100 years ago.

The campaign features Whitehouse, a British actor who joined the third series of BBC’s Poldark drama last year.

Mr Burberry was created by chief creative and chief executive Christopher Bailey, who worked with perfumer Francis Kurkdijian.

Customers will be able to order a personalised version of their 100ml or 150ml Mr Burberry Eau de Parfum bottle with up to three initials. 

Bailey said: "Mr. Burberry is our most significant men’s fragrance to date. 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."