BURBERRY The Beat

Release Date: In March 2008 the new fragrance will be on sale worldwide.

Launch: In December 2007 THE BEAT by Burberry was launched at a party in Camden, London with a live performance from British band The Fratellis, co-hosted by Burberry Creative Director, Christopher Bailey and British supermodel and face of Burberry The Beat advertising campaign Agyness Deyn.

The definition of femininity: Christopher Bailey, Creative-Director of Burberry (founded 1856) since May 2001, is responsible for all product lines and the overall image. He has chosen British born model Agyness Deyn to express the defined female in the campaign, art direction by Fabien Baron, photography by David Sims:

"WHO LIVES IN THE MOMENT
WHO CELEBRATES LIFE
WHO IS EFFORTLESSLY COOL
WHO HAS A SENSE OF MYSTERY
WHO HANGS WITH HER FRIENDS
WHOSE ATTITUDE IS AS IMPORTANT AS THE CLOTHES ... "

"Like the scent, the bottle reflects the effortlessly cool attitude of the girl. The lines, graphics and shape of the bottle reflect both the traditional and heritage aspects of Burberry and its modernity and youth. A fragrance where the whole experience, energy and attitude are reflected in its unique packaging, presentation and store enviroment." Christopher Bailey.

The bottle: Find the iconic Burberry check on the metal/glass flacon. The effect strap with Burberry logo metal bar references the Burberry Accessories collection. This is a handsome floral-woody sparkling refresher for the handbag!

Check out the music, party, advertising campaign,... at burberrythebeat.com

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The designer: In October 2005 British designer Christopher Bailey (born in Yorkshire) was awarded "Designer of the Year" at the British Fashion Awards. From 1996-2001 he was the senior designer of womenswear at Gucci in Milan; from 1994 to 1996 womenswear designer at Donna Karan.