It all started so simply, with the tried and tested formula of musicians replacing models in advertising campaigns. Then began the 121 Regent Street gigs at the brand’s flagship earlier this year, spearheaded by former Clash cover star, Jake Bugg.
But for a Chief Creative Officer – to give him his full title – like Christopher Bailey MBE, there’s always more that can be done to enhance one’s musical credentials (we should know, given it’s what we do daily). With fashion pretty much covered, Buberry’s latest musical venture is one for the fragrance fans.
Given that guys at gigs sweat like, bucket loads, and even the most sought after lead singer (/drummer/producer/tour manager/whoever) loses some of their edge when smothered to the point of coughing in Lynx Africa, the introduction of Brit Rhythm is a welcome newbie to the beauty counter.
The thought behind the scent is ‘the exhilaration and adrenaline of live music and the electric energy of the crowd,’ suggests Bailey. Top notes include basil and juniper berries, base notes are that of cedar wood and incense, and black leather and styrax resin feature in the heart notes.
Indeed the leather jacket, expertly modelled in white by Models 1’s Dylan, is a key signifier of the eau de toilette and what it hopes to embrace. The uniform of the clichéd indie band member for a reason (we’d put money on 85% of every band owning or having worn one at some point), it resonates with Burberry as a producer of clothes.
The bottle sticks to the Burberry Brit formula, with sharp angles and the infamous check etched into the glass. A ‘studded leather jacket’ feel – by way of a further stud like texture – is an additional musical hook up.
In short, if Harry Styles donning that AW13 heart print shirt again isn’t your chosen route to Burbs Does Bands, Brit Rhythm most likely will be.
Photography: Ash Kingston
Words & Styling: Zoe Whitfield
Hair: Show Fujimoto using Bumble & Bumble
Make-up: Shell Sullivan using MAC
Model: Dylan Hartigan @ Models 1
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