Finally managed to get my hands on the latest scent from Burberry; Mr. Burberry Indigo Eau De Toilette, coined as a fresh and casual addition championed by British actor Josh Whitehouse. Campaign imagery was taken by Alasdair McLellan down the UK coastline, the unmistakable white cliffs of Dover. Extra points goes to the person who put the Blur track 'Blue Jeans' in the promotional video. I might be reading too much into it, but it's a perfect fit for this.
A video which flits insouciantly back and forth between colour and black and white. Like all fragrance videos it is ultimately meaningless. I guess it's trying to encapsulate a sense of escapism, start in the city head to the coast cliché. However, it's far less contrite than Kate Hudson whispering 'I am air, I am sea' whilst whimsically pirouetting around with a camera in the new La Mer commercial.
Created in collaboration with perfumer Francis Kurkdjian, the scent is fresh and energetic with citrus and wood notes including aromatic violet-leaf, spearmint oil, lemon, rosemary, amber and oak moss.
On first impressions it's very aromatic, very modern, yet has a dusting of maturity about it which could be the smokey guaiac wood, one of the hardest and most resilient woods in the world. I read somewhere that there is driftwood in this scent. Surely not. Surely we're not out foraging for driftwood in the name of perfume. Maybe Josh and Alasdair brought a truck load back from the beach between takes.
So it's citrusy, sweet, flirting with the reach of being saccharine but thankfully just falling short. The rosemary and lemon mix brings a nostalgic whiff of something illusory, not another scent, but a memory. The mint follows, the oak moss is there but almost imperceptible and overwhelmed by the grapefruit.
It's a playful little blend. I have to say it's not ballsy enough for a black tie do, too assertive for a first date breakfast. I'd say it's perfect armament for a date late-afternoon, perhaps a matinee down Soho or a punt down the river Cam, chauffeured of course down the backs of the collages.
The bottle honours the brands navy trench coat. Bold and masculine, the weighted cap references horn-look buttons while a hand tied knot in English woven gabardine sits around the neck.
Thoughts on the hand tied knot: Super….fluous.
For anyone in pursuit of personal vainglory there is a monogramming service available at Burberry stores and online. 3 letters maximum. If your gifting it then monogramming is a good idea as it prevents the other person from fobbing it off on eBay.
Overall, I'm a fan. The campaign is strong, imagery and music is a 10! The scent can be malleable for most occasions but I think the aforementioned window of first date, late afternoon is a perfect place for this to rest. Available now to buy for £70.
The collection also launches with a Limited Edition grooming line including Face Moisturiser, All-In-One Shaving Cream, and Deodorant Spray, all of which are infused gently with the scent of Mr. Burberry EDT.