Burberry reveals new male fragrance name and teases campaign

By Julia Wray | Published: 29-Jul-2021

Burberry Hero will launch in August with a film and visuals featuring actor Adam Driver

Burberry has finally revealed the name of its highly anticipated new male fragrance: Burberry Hero.

The scent, which was created by perfumer Aurélien Guichard to express both the ‘animality’ and ‘true humanity’ inside each man, opens with bergamot, invigorated with juniper and black pepper, with a heart of cedarwoods from Virginia, the Atlas Mountains and the Himalayas.

The angular bottle, meanwhile, is described as strong and modern, like the fragrance inside, and was inspired by the shape of a horse’s hoof.

Earlier this month, the luxury fashion and beauty house revealed that Hollywood star Adam Driver would be the face of the new, then-unnamed, fragrance – and alongside the name and notes, Burberry licensor Coty has also teased the campaign that will accompany the launch.

A film, directed by Jonathan Glazer, and images, photographed by Mario Sorrenti, capture Driver, described by the brand as ‘enigmatic and adventurous’, amid the majestic beauty of the natural world, presenting a man in search of freedom and personal transformation.

Riccardo Tisci, Burberry Chief Creative Officer, commented: “Creating a fragrance is such a personal and intimate process, and I especially felt this for Burberry Hero – my first fragrance for the brand.

“I wanted Burberry Hero to encapsulate modern masculinity, to play on the essence of primal human and animal instincts, channelling the duality between strength and sensitivity.

“I am so thrilled to have worked with the amazing Adam Driver to embody Burberry Hero for the house. He has this incredible depth in articulating what masculinity means today – how strength can be subtle, and emotions can empower.”

“I’m very happy to be working with Burberry on the Burberry Hero fragrance campaign, and with designer Riccardo Tisci in representing his first fragrance for the brand,” added Driver.

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