Mr. Burberry Eau de Parfum, is a deeper, more sensual interpretation of the iconic Mr. Burberry Eau de Toilette. This new release, the collaboration between Burberry’s Chief Creative, Christopher Bailey, and perfumer Francis Kurkdjian, takes inspiration from the brand’s iconic black trench coat and London city at night.

It opens up with zesty notes of grapefruit, tarragon and cardamom, but quickly dries down to a sensual finish of birch leaf and vetiver . The bottle also gets the dressed-up Trenchcoat treatment, with a heavy cap reminiscent of horn buttons and a hand-tied knot in black gabardine the same fabric the iconic Burberry tench is made from.

But the Mr.Burberry story doesn’t end here. Three new limited-edition grooming products – Aftershave Balm, Face Scrub and Hair and Beard Clay – are added to the existing collection, each lightly infused with the scent of Mr. Burberry.

The face (or neck?) of the campaign is rising star Josh Whitehouse, chosen by Christopher Bailey and renowned for his role in 2014’s Northern Soul.