Burberry's emblematic horse first appeared in the equestrian knight logo with the Latin word Prorsum, meaning forwards, in 1901. Man and horse come together in the ocean for a modern myth in the launch campaign of the new Hero fragrance.
Starring American actor Adam Driver, the campaign illustrates the power of a man leaping into the unknown, overcoming struggles and transforming into something new, while remaining true to himself.
Hero is Riccardo Tisci's first fragrance for Burberry since he became chief creative officer in 2018.
''I wanted Hero to encapsulate modern masculinity, to play on the essence of primal human and animal instinct, channelling the duality between strength and sensitivity," said Tisci, who worked with French perfumer Aurélien Guichard on the masculine scent.
Brightened with a sparkling bergamot and invigorated with juniper and black pepper, the composition is deepened with a heart of warm cedarwood from three mountain ranges, the Appalachians, the Atlas Mountains and the Himalayas.
"Hero is a scent that would represent 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 and at the same time a true humanity," said Guichard.
The Eau de Toilette comes in a bottle, whose angular shape is an abstract reinterpretation of a horse's hoof. The Hero collection further includes aftershave balm, hair and body wash as well as deodorant.