Olivier Polge, the renowned perfumer responsible for developing signature scents for such notable brands as Dior and Kenzo, joined forces with Burberry creative director Christopher Bailey to create Burberry the Beat for Men. The ads for the fragrance, shot by David Sims, feature five fresh, dynamic British talents—actor Alex Pettyfer, singer George Craig of the indie-rock group One Night Only, Will Cameron of the band Blondelle, vocalist/guitarist Kristian Walker of the rough-and-tumble punk act Last Gang, and creative talent manager Jonny Epstein—capturing the restless creativity the scent is meant to evoke. With the Beat for Men, Burberry “wanted to create a fragrance that expressed disheveled elegance,” according to Bailey, and the woodsy, leathery scent was inspired by bands like Razorlight and Arctic Monkeys. Bailey describes the Beat guy as having “an unforced look, style, and attitude that is young, modern, masculine, and dynamic.” Who wouldn’t want to fit that description?

VMAN is giving away one bottle of the Beat to a lucky reader. For a chance to win, email contests@vman.com before the end of this week.

WWW.BURBERRYTHEBEAT.COM/MEN/

KEYWORDS: Alex Pettyfer, Burberry, Christopher Bailey, David Sims, fashion, Fragrances, George Craig, Jonny Epstein, Kristian Walker, Will Cameron

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