"Because My Burberry is the first and only fragrance to draw inspiration so directly from the Burberry trench, it has to be the true embodiment of our brand—in scent, design, and in attitude," said Burberry's chief creative officer Christopher Bailey. "Within our overall beauty plans, fragrance will play a leading role in the driving revenue and raising brand awareness. The launch of My Burberry marks the next important step in our development."
Earlier this year, Delevingne uploaded a #selfie (#usie?) with Moss to Instagram and wrote,"So excited to being doing a new fragrance for @burberry with the beautiful Miss Moss. Shot by @mariotestino watch this space... #katemoss."
We've been watching. And now...the first look at their project, unveiled.