Mint’s luxury scan | Mr Burberry

British fashion powerhouse Burberry launched its latest men's fragrance Mr Burberry this week

British fashion powerhouse Burberry launched its latest men’s fragrance Mr Burberry this week. For this Christopher Bailey, chief creator and CEO of Burberry, worked in collaboration with renowned perfumer Francis Kurkdjian.

The fragrance fuses classic scents of British perfumery with unexpected ingredients: it has notes of crisp zesty grapefruit cut with a seductive base of earthy vetiver and smoky guaiac wood. Cardamom contributes complexity and sophistication with its spiciness, while birch leaf warms the core, and cedar wood provides power and balance to the top notes. “Mr Burberry is our most significant men’s fragrance to date. It perfectly encapsulates a mood and an attitude that today’s Burberry man will recognize as his own," said Bailey in a press release.

The perfume’s campaign was shot in London by Oscar® and Turner Prize-winning British director Steve McQueen, in his first commercial film. It features British actor and musician Josh Whitehouse, and British model and actress Amber Anderson.

Interestingly, the Mr Burberry bottle is inspired by the black trench coat and its design details. The weighted cap references horn-look buttons, while a hand-tied knot in English-woven black gabardine sits around the neck, celebrating the innovative fabric invented by Thomas Burberry more than 100 years ago. Customers can personalize their 100ml or 150ml Mr Burberry bottle with up to three initials through a monogramming service available on ‘’, and selected Burberry and wholesale stores. A grooming line and a collection of ready-to-wear pieces and accessories were released as part of the launch.

Price: 7,250 for 150ml and 6,000 for a 100ml bottle.

Supriya tweets @superear