A new Burberry fragrance expected on the market in September 2014 will be named MY BURBERRY, and it is inspired by the cult trench coat of the Burberry brand and a London garden after rain. It is announced as a very floral fragrance whose task is to enter the top 10 in the luxury arena of beauty! High aims of the Burberry brand are supported by the announcement that this will be one of the key editions in the fragrance collection of the house, but also that the largest collection on the occasion of a perfume launch so far is being prepared.

British charm is captured by the camera of Mario Testino who will take photos of Kate Moss and Cara Delevingne with the aim to transfer the British style of fragrance and to present the women it was aimed at.

Besides the challenge to convey the cult style of the Burberry trench coat, the freshness of a London shower and the scent of a rain-bathed garden, the wish of the Burberry brand head was to show skills in creation, tradition and creativity. Simona Cattaneo, senior vice-president of Burberry Beauty sector said the following: "Burberry trench is something very personal. You can wear it in several different ways, in different places and occasions. There is an emotional connection with trench, and we wanted to transfer it to the new fragrance," adding that the new fragrance is composed of a floral bouquet with a modern twist and a pepper accent.

The composition of the new fragrance My Burberry opens with sweet peas and citrusy notes of bergamot leading to geranium, freesia flowers and golden quince in the heart. The fragrance is rounded up with patchouli in the base, joined with Damascus and Centifolia rose! The perfumer of the composition My Burberry is Francis Kurkdjian!

Kurkdjian said the fragrance was inspired “by London, an urban garden. 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.” As for his choice of notes, he said he wanted to evoke “the feeling of the light of London: clouds, wetness, rain, flowers.” He said the main flowers are roses and freesia, “which is a little bit spicy and adds brightness. Then geranium leaves, which give an herbal, almost minty, vibrancy to the perfume. Then from the back note, there are patchouli leaves and quince—a fruit that is between a pear and an apple. Very British. It is not fruity, fruity. It is fruity floral. Then on top you have linen and bergamot,” he said.

The flacon of the new fragrance My Burberry is made of glass, with a stopper inspired by the button of a Burberry trench coat. The color is honey-beige, also taken from the cult trench. The neck of the bottle features a ribbon made of the same fabric as the Burberry trench from a factory in Castleford, Yorkshire. Perfume My Burberry will be available as 30, 50, 90 and 900 ml Eau de Parfum accompanied with perfumed body care products (240 ml shower oil, 100 ml body mist, 100 ml deodorant and 3 soaps set).