Objective

To create a fragrance as timeless and iconic as Burberry's hero product.

 

Approach

A knot styled like a belt, and woven in England from gabardine fabric.
A cap reminiscent of the coat's horn buttons - each cap is unique.
Unexpected proportions to provide a contemporary take to classic features.
Deeply involved in the product development including value-engineering and margin optimisation.

 

Result

My Burberry is a top-5 ranking fragrance, and won a FiFi d'Or at launch.
Now a successful franchise, rolled out across several flankers.