Burberry finds a HERO with launch of new men’s fragrance

Burberry finds a HERO with launch of new men’s fragrance

Launching this month, Burberry Hero, is the new men’s fragrance pillar from Burberry. The campaign is fronted by Star Wars actor Adam Driver.

Creating a fragrance is such a personal and intimate process, and I especially felt this for Burberry Hero – my first fragrance for the brand. I wanted Burberry Hero to encapsulate modern masculinity, to play on the essence of primal human and animal instincts, channelling the duality between strength and sensitivity. I am so thrilled to have worked with the amazing Adam Driver to embody Burberry Hero for the house. He has this incredible depth in articulating what masculinity means today – how strength can be subtle, and emotions can empower. Our founder, Thomas Burberry, was a man who also celebrated that balance, using a powerful but romantic horse as the iconic emblem for his brand, inspiring many of the house codes we continue today. – Riccardo Tisci, Burberry Chief Creative Officer

“The campaign with images photographed by Mario Sorrenti, captures the enigmatic and adventurous Adam Driver in the awe-inspiring beauty of the natural world, in search of freedom and personal transformation, no longer held back by preconceptions. Adam embodies the spirit of the fragrance, embracing freedom of expression and the beauty of contradictions,”

I’m very happy to be working with Burberry on the Burberry Hero fragrance campaign, and with designer Riccardo Tisci in representing his first fragrance for the brand. – Adam Driver.

“The campaign challenges the traditional stereotypes of masculinity, bringing together horse and man, and creating a modern myth. The powerful imagery of a horse against the vast coastline explores Riccardo Tisci’s codes of duality and the power of the animal kingdom. Through the vivid metaphor of a man becoming a mythical creature in the powerful sea, the campaign illustrates the story of a man leaping into the unknown, overcoming struggles and transforming into something new, while remaining true to himself.”


The fragrance is brightened with sparkling bergamot and invigorated with juniper and black pepper. This vibrant scent is deepened with a heart of warm cedarwood of three distinct origins: Virginia, the Atlas Mountains, and the Himalayas.

Burberry Hero represents the duality between strength and sensibility. A scent that represents the timelessness of Burberry and, at the same time, the sense of modernity. A blend of universality and uniqueness. The scent expresses the animality that is inside each man alongside a true humanity. – Aurélien Guichard, Perfumer

The bottle is strong and modern, like the fragrance it carries. Its angular shape is an abstract reinterpretation of a horse’s hoof, engraved with the Burberry logo. It also features the Thomas Burberry Monogram, a reference to the founder of the house.

The BURBERRY HERO collection includes 50ml, 100ml, and 150ml Eaux de Toilette, and three grooming products – Aftershave Balm, Hair and Body Wash, and Deodorant – which complete the Burberry Hero collection.

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