Burberry held a launch party in London at trendy club Koko yesterday on Monday night to introduce its new fragrance called The Beat. Model Agyness Deyn and Burberry designer Christopher Bailey hosted the party which included guests such as Gareth Pugh, Jasmine Guinness, Daisy Lowe, Henry Holland, Will Young and Katie Grand, among others. Deyn, who’s featured in the scent’s print ad campaign photographed by David Sims, was dressed the part in a special one-off Burberry silk fringe dress, which she accessorized with studded cuffs, a clutch, and black mesh boots all from Burberry, natch. The new scent aims to reach the hip and young crowd while offering an older generation revivalist flavor. The Beat, which is the sixth Burberry fragrance, will be on sale worldwide from March with a complete range of eau de parfum in 30 ml, 50 ml, and 75 ml sizes. Ancillary products include shower gel, body lotion, and an elixir parfum.

Discuss this post in the GlamBoulevard forums.

Alexandra M.
Email this author | All posts by Alexandra M.