In September 2013 Burberry unveiled Brit Rhythm fragrance for men with a black and white campaign featuring supermodel Suki Waterhouse and 'These New Puritans' drummer (and Pixie Geldof's other half) George Barnett. Now, after dropping a fair few hints over the last few months, the brand have announced that have added a female fragrance to the Brit Rhythm stable, meaning we girls can now channel the rock 'n' roll attitude of the scent's DNA too. A teaser campaign for the fragrance is set to appear on burberry.com and there will also be a live music moment to promote the launch. Here's what else you need to know about Brit Rhythm for women...
1. It's part of Burberry's new beauty focus.
When Grazia Daily attended a top secret briefing at Burberry HQ, the brand's Chief Creative Officer Christopher Bailey told us, 'We're really moving forward with beauty and have a brand new approach. Beauty was the inspiration for the show in terms of the colours and for the first time, you could buy nail colours after the show. We've also been working on our first beauty store, which is opening in Covent Garden and may be rolled out globally. So we have big plans for beauty that are fully integrated into the ways we do fashion.'
2. It continues the ethos of Brit Rhythm for men.
Bailey explained, 'Brit Rhythm for women is inspired by energy and the adrenaline of music. Music is a huge part of Burberry's DNA and has become a integral part of the shows and the Burberry Acoustic space. The aim was to capture music as a fragrance and give it a big emotional value like when you're listening to a song and the hairs on the back of your neck stand up.'
3. Suki Waterhouse will front the campaign.
As with the Brit Rhythm for men ads, Bradley Cooper's girlfriend plays a starring role in promoting the female fragrance. Of her working relationship with Burberry she revealed to Grazia, 'It's a privilege to be a part of such a close, creative group of people. They're a lovely bunch who really know how to have fun!' This is Suki's first fragrance campaign and it was shot in London under the direction of Burberry's Chief Creative Officer Christopher Bailey.
4. It pays homage to a British flower.
While it may have been created in France at iconic fragrance house Givaudan, Brit Rhythm for women features top notes of English lavender from Kent. Burberry's Nathalie Cetto explained, 'We are very proud — this is the first feminine fragrance created around lavender. English lavender is more aromatic [than French], and it was important for us to have an English ingredient'.
5. The bottle goes hell for leather.
Brit Rhythm's rectangular bottle was inspired by a rock star's staple - a studded leather jacket. Christopher Bailey said he wanted to take the container for the smoky pink juice 'to the next level' by using graphic, textured glass. He explained, 'Irreverent and free-spirited, the Brit rhythm woman combines powerful femininity with a rock and roll edge'.
Check out the Burberry Brit Rhythm campaign in the gallery above...