Burberry the Beat for Men, due out this fall, is aptly named — its chief inspiration, said Burberry’s Christopher Bailey, was music.
“I think there is so much crossing over between creative mediums,” said Bailey, Burberry’s creative director, in a recent phone interview. “Art, design, fashion, music — they all feed off each other and inspire each other. So I sat with the perfumers and gave them a ton of music.
“I think it’s a bit lazy to say, ‘The guy is 18 to 25, lives in that type of house…’ I don’t care how old or how young the guy is,” continued Bailey. “It’s the attitude, and what taste the direction goes in. So the perfumers listened to the music as they were creating the fragrance, and they got it instantly.”
What they got, Bailey said, was the sense of “being young and effortless” that he was after.
“I wanted this fragrance to be about movement, energy — a younger, cooler, more urban Burberry,” he said. “I also wanted it to encompass film and the arts. As a brand, Burberry has so many different facets — there’s the traditional historic side, but also this incredible pop culture side. I love the historic side, and I use it as my foundation — I love that base, something that’s familiar and stable. But on top of that, you have to have a modernity, a modern relevance. And I didn’t want it to be too slick.”
For the record, the playlist given to International Flavors & Fragrances perfumers Olivier Polge and Domitille Bertier included cuts from the Fratellis, Razorlight, Kasabian and Arctic Monkeys. They interpreted that into a fresh woody scent that is a mix of leatherwood, vetiver bourbon, cedrat, black pepper and violet leaves accord. “The Beat for Men is very modern, very urban and well connected to London rock ’n’ roll,” said Philippe Bencin, chief executive officer of Inter Parfums Inc., which holds Burberry’s beauty license. “The fragrance is fresh and woody with a citrus start that should appeal to a younger audience.”
In the end, said Bailey, “this fragrance was from the heart, just as the women’s was. It wasn’t some big study. They wanted me to express the spirit of this person, which is what I did.” Bailey had the men’s version in mind when he created Burberry the Beat for Women, released this past March. “I knew they would be living together in the same universe, so they had to make sense together,” he said. “When we were designing, we kept both in mind. It actually made doing the men’s version very easy — it felt effortless.”
It may be an unorthodox approach, but it’s working, said Don Loftus, president and ceo of P&G Prestige Products in the U.S. He added that the Burberry fragrances have “consistently been top sellers” for P&G Prestige Products. “Some fashion houses run hot and cold, but Burberry’s on fire,” Loftus said. “They are particularly strong in men’s fragrances.” And he approves of the musical connection: “Both music and fragrance create a mood and change your point of view, so we think it’s an innovative way to approach the development process,” added Loftus.
Bloomingdale’s will launch the fragrance in September and it will be the retailer’s exclusive until February, when it will begin rolling out to its full U.S. universe of 2,600 department and specialty store doors. “Bloomingdale’s has been a great partner both for us and for the fashion house, so it made sense to give them the exclusive,” Loftus said.
The range includes eaux de toilette in 1.7 oz. and 2.5 oz. sizes, $55 and $65, respectively, which will be in store in September; a 3.4-oz. aftershave lotion coming in November, $50; a 5-oz. Soothing After-Shave Balm, $46; a 5-oz. Energizing Shower Gel, $32, and a 2.5-oz. deodorant stick, $26, all coming in January.
National print advertising, shot by David Sims, features a handful of Bailey’s favorite Brits — actor Alex Pettyfer, vocalist George Craig, musician-model Will Cameron, vocalist-guitarist Kristian Walker and creative artist-talent manager Jonny Epstein. Stateside, it will break in The New York Times in October, followed by December placements in men’s and lifestyle magazines.
“I wanted real people doing real things, not just a bunch of models,” said Bailey, adding that he knew all five men from previous projects. “I didn’t want it to be just about a handsome guy looking smolderingly into the camera. The ad image is so important to show your point of view — I wanted to articulate the fragrance’s attitude with the visual. Together, they sum up the feeling that anything is possible.”
While none of the executives would discuss sales projections, industry sources estimate that Burberry the Beat for Men will do about $30 million at retail in the U.S. in its first year on counter. P&G Prestige Beauty is said to be spending about $15 million on advertising and promotion for the fragrance in the U.S.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)