Burberry just released Burberry Brit Rhythm for (young) men; it’s a flanker to Brit for Men (2004) and marks the beginning of Burberry’s in-house perfume development (adieu InterParfums). Though InterParfums is gone, silliness remains: Brit Rhythm was “inspired by the music in the brand’s DNA” — huh? what’s so musical about a trench coat? (I own a Burberry trench and have probably done some singing while wearing it…though I don’t think I was inspired by my coat to burst into song.) Burberry also produced an unmusical Brit Rhythm video that looks more like a lead-up to a fashion show than a rock concert. Do young guys still aspire, by the millions, to rock-singer status? You’d think so judging by mainstream perfume advertising.

It took three perfumers to come up with Burberry Brit Rhythm: Dominique Ropion, Anne Flipo and Olivier Polge…

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