Christopher Bailey. Francis Kurkdjian. Steve McQueen. Three men world-renowned for their inimitable talents (in fashion, fragrance and film respectively), who have been brought together for Burberry's new EDT, Mr. Burberry. A sensual, herbal-woody juice with notes of crisp grapefruit, earthy vetiver and smoky guaiac wood, Mr Burberry is "our most significant men's fragrance to date," according to Bailey, the brand's creative director and CEO.

Burberry's biggest fragrance launch EVER is about to hit the shelves

They tapped yet more talent for the campaign film, directed by McQueen and starring British actor/musician Josh Whitehouse and British model/actress Amber Anderson. Sensual and more than a little steamy in parts, the film is backed by an original score by Brit singer-songwriter Benjamin Clementine. "I wanted to convey the idea of two people who are passionately in love," says McQueen. "It's that moment in a relationship where all you are thinking about is each other."

The bottle takes its style cues from the iconic Burberry black trench on so many men's (and women's) wish lists, and will be joined by an entire collection of ready-to-wear and grooming accoutrements to be released to celebrate the launch. 

Burberry's biggest fragrance launch EVER is about to hit the shelves