On October 17, Burberry launched it’s latest men’s fragrance with an event featuring a concert by band Peace at New York’s Irving Plaza. Rising star Charli XCX also hit the stage at the event for a cover song for the US installment of the global launch for the brand. The men’s fragrance – called Brit Rhythm – is a “leather” fragrance for men exploring the connection of sound and scent. The Eau de Toilette is described as “a youthful and instinctive fragrance with notes of cardamom, black leather and cedarwood.” Burberry launched the new fragrance with 3 international events – in New York, London and Singapore – each featuring a live performance and highlighting the viral #THISISBRIT campaign through instagram. Guests at the event produced in collaboration with Milk Studios were music hipsters mixed with fashionistas. Scented “Brit Rhythm” tattoos and a bottle of the new fragrance were included in the event gift bag.
Invitation for Brit Rhythm New York Launch
Peace on stage at Irving Plaza