Burberry invited us to a cocktail this week at Printemps Haussman. We all know the passion for rock music of Christopher Bailey, the Chief creative officer of Burberry, so I secretly expected a mini showcase during this event.
No showcase at the arrival but a DJ set with classic rock tunes, that make us gently shake our booty at the end of the cocktail. During the little event you can look at the Art of trench project displayed on big TV screens featuring personalities (socialites, bloggers, actresses, designers…), smell ‘Burberry Brit Rhythm’, the new men fragrance and look at the specific capsule collection (studs, studs and black leather !) designed for this launching.
To embody the perfume, the choice of George Barnett (previously shoot by Hedi Slimane), model but also drummer and founder of the excellent These New Puritans (TNP) band is just perfect. Since his arrival in 2009, Christopher Bailey transform Burberry, making the fortunes of the company as well as an edgy luxury brand living somewhere between art/fashion and music. The brand, perfectly at ease in the social media world, decided to launch the new perfume on the internet first. As indie rock music, as TNP tunes, there is something radical in Christopher Bailey approach.
If you don’t know These New Puritans, please watch some of their videos (i.e « We want war » from second album ‘Hidden’), listen the first then the third album and enjoy the amazing evolution of their music.