WITH A CAMPAIGN BY Oscar® and Turner Prize-winner STEVE MCQUEEN

Dubai, UAE, April 5, 2016:   Burberry today launches Mr. Burberry - the new fragrance for men inspired by its British-made Heritage Trench Coat.

The Fragrance
Created by Chief Creative and Chief Executive Officer Christopher Bailey, working in collaboration with perfumer Francis Kurkdjian, Mr. Burberry captures the essence of London - a city of great contrasts and contradictions - traditional yet irreverent, elegant without being pristine.

A sensual herbal woody eau de toilette, the fragrance fuses classic scents of British perfumery with unexpected ingredients. Contemporary and sophisticated, the fragrance opens with notes of crisp zesty grapefruit, cut with a seductive base of earthy vetiver and smokey guaiac wood.

The bottle is inspired by the black Heritage Trench Coat and its signature design details. Bold and masculine, the weighted cap references horn-look buttons, while a hand-tied knot in English-woven black gabardine sits around the neck, celebrating the innovative fabric invented by Thomas Burberry more than 100 years ago.

Customers are able to physically personalise their Mr. Burberry bottle with up to three initials through a monogramming service available on Burberry.com
and selected Burberry and wholesale stores. Users will also be able to monogram their own virtual Mr. Burberry bottle within interactive advertising and share it on Facebook, Twitter, Pinterest and Instagram.

A grooming line which includes an aftershave splash, a face moisturiser and a beard oil has been created as part of the launch.

The Collection
Fusing the worlds of fashion and beauty, the launch of Mr. Burberry is celebrated with a ready-to-wear collection including the new Chelsea fit Heritage Trench Coat worn by Josh Whitehouse in the Mr. Burberry campaign.
Capturing the essence of the new men’s fragrance, the collection pays tribute to classic tailoring with a sense of relaxed, quintessentially British style and
features contemporary-cut suiting, white shirts teamed with a soft-drape silk tie, traditionally-made brogues, classic leather bags, modern metal cufflinks and accessories.

The Campaign
Shot by Oscar® and Turner Prize-winning British director Steve McQueen, the campaign includes TV, print and a director’s cut film featuring British actor and
musician Josh Whitehouse and British model and actress Amber Anderson.
Titled ‘I Won’t Complain’, the soundtrack was created by British singersongwriter and Mercury Music prize winner Benjamin Clementine.

Steve McQueen says, “For the Mr. Burberry film, I wanted to convey the idea of two people who are passionately in love. It’s that moment in a relationship
where all you are thinking about is each other, and all you want is to be with each other.”

The campaign launches today on multiple platforms with innovations, including:

Snapchat - as the first ever Discover special for a luxury brand, a dedicated Mr. Burberry Discover channel will allow users to access a wealth of style and
fragrance content, including tailoring and grooming tips. The channel will also feature the full-length director’s cut and behind-the-scenes content from the
campaign. Although the channel will only be live for 24-hours in-app, for two months following, Snapchatters who scan the Burberry Snapcode found at
point-of-sale within select retailers will still be able to view the channel. This marks the first time a Snapcode is being used to unlock content in this way.

Outdoor Advertising - from 25th April, scent-dispensing posters in Knightsbridge, London, will spray the fragrance directly onto the user’s wrist when inserted underneath the sensor. Double-decker buses covering key London routes will be wrapped in Mr. Burberry campaign imagery.

In the US, pioneering use of programmatic digital outdoor advertising technology will target specific audiences within environments and at times of the day that are relevant to them.

In-store Digital Experience - in selected retailers, a multisensory experience triggered by interacting with a Mr. Burberry bottle allows customers to discover
the scent through compelling images and surround sound.