Starring the Oscar winner Adam Driver, Burberry unveils Burberry Hero, the new fragrance for men, to explore oneself and the respect for the majesty of the natural world.

In the campaign, the powerful imagery of a horse against the vast coastline explores Chief Creative Officer Riccardo Tisci’s codes of duality and the power of the animal kingdom. More importantly, the campaign challenges the traditional stereotypes of masculinity, bringing together horse and man to create a modern myth. 

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 overwhelming struggles and transforming into something new, while remaining true to himself. Strong and subtle, powerful and compassionate, athletic and creative, the fragrance embraces freedom of expression and the beauty of contradictions.

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. Like the fragrance it carries, the bottle is strong and modern. The angular shape engraved with the Burberry logo is an abstract interpretation of a horse’s hoof while the Thomas Burberry Monogram on the bottle is a reference to the founder of the house.

“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 true humanity,” said the perfumer Aurélien Guichard.

Completing the Burberry Hero collection are three grooming products: Aftershave Balm, Hair and Body Wash, and Deodorant, each lightly infused with the scent of Burberry Hero Eau de Toilette. The fragrance is available from August 2, 2021 for $78 (50ml), $99 (100ml), $135 (150ml) exclusively at Bloomingdale’s.