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Daily Crush: Mr Burberry by Burberry

Daily Crush: Mr Burberry by Burberry

Josh Whitehouse Burberry
(c) Copyright Burberry/Steve McQueen

Watch the new fragrance's campaign film, directed by Steve McQueen

For the launch of its latest fragrance, Burberry recruited a dream team of talent.

The brand tapped Oscar-winning director and Turner Prize-winning artist Steven McQueen (12 Years a Slave, Shame, Hunger) to direct the campaign video for Mr Burberry, a new scent for men. This is McQueen's first-ever commercial project.

The director explains that it was Christopher Bailey, Burberry's chief creative and CEO, who convinced him to make a fashion film: "Christopher's enthusiasm is infectious and that's what attracted me into working with him on the Mr. Burberry project," McQueen said about the collaboration. "I wanted to convey the idea of two people who are passionately in love, and go off on a dirty weekend. It's that moment in a relationship where all you are thinking about is each other, and all you want is to be with each other."

The sexy young man in this story is musician and actor, Josh Whitehouse, a man touted overseas as "the new Eddie Redmayne" --Redmayne also had his first break in a Burberry campaign. And Whitehouse definitely has potential: He graces us with a steaming-hot shower scene from the get-go, then spends a looot of time making out with co-star Amber Anderson.

"She's a brilliant actress, so shooting the campaign was an absolute delight," Whitehouse commented on their intimate scenes. "I was so comfortable on set. We were all on the same page...Between all of us, we were able to share a vision and I'm really proud of what we were able to achieve."

The commercial recalls the sensual atmosphere of McQueen's Shame, which starred Michael Fassbender as a sex addict. Here, the theme remains as "skin sensitive," but it's much more PG-rated: We simply witness a couple in love sharing passionate moments around London.

The beautiful 3-minute short also features a track by up-and-coming British singer-songwriter Benjamin Clementine, "I Won't Complain." Watch the director's cut, below:

The fragrance is a subtle woody scent, created by Bailey in collaboration with perfumer Francis Kurkdjian, the nose behind Jean Paul Gaultier's classic, Le Male.

Mr. Burberry aims captures the essence of London. Opening with a kick of zesty grapefruit, it dries down into a quintessentially masculine fragrance with notes of vetiver and smokey guaiac wood.

The bottle is customizable online with a 3-initial monograph, and was designed to replicate the style of a Burberry staple, the black trench coat. A full line of grooming products, ranging from beard oil to moisturizer to shower gel, is also available to complement the fragrance.

Mr Burberry

Mr. Burberry, Eau de Toilette, 1.7 oz., $68; 3.4 oz. ml, $88. Deodorant spray 5 fl. oz., $26. Deodorant stick 75g, $23. Body wash 8.45 fl. oz., $35. Face moisturizer 2.5 fl. oz., $55. Beard oil 1.01 fl. oz, $48. Available now on Burberry.com and select Burberry retailers.

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