Burberry's Her Parfum Marks A New Chapter Led By Olivia Dean | Marketing-Interactive

Burberry has unveiled British singer-songwriter Olivia Dean as the new face of its latest fragrance, Burberry Her Parfum, marking a bold new chapter for the brand's women's scent portfolio. The campaign, which launched on 5 January 2026, positions the parfum as the most intense expression yet within the Burberry Her family, drawing on themes of freedom, self-expression and the creative energy of London.

Set across the city's urban streets and open parklands, the campaign film follows Dean as she moves through London, shifting from structured cityscapes into expansive green spaces. Inspired by the fluid choreography of starlings in flight, her movements mirror a desire to break free, capturing a sense of lightness and untouchable confidence. The visuals are bathed in soft pink and purple hues, echoing both the mood of the film and the colour story of the new fragrance.

Music plays a central role in the campaign, with Dean writing and performing an original track created exclusively for the film. The soundtrack reinforces the campaign's emotional arc, underscoring the idea of rising above everyday constraints and embracing personal freedom. The film closes with Dean voicing the line, "Free your spirit, Burberry Her", cementing the parfum's positioning as a scent rooted in individuality and self-belief. Within a day of its release, the video has garnered over 10,000 likes on Burberry Beauty's Instagram page.

The Burberry Her Parfum is described as a gourmand fragrance that balances delicacy with depth. It opens with cherry and pear notes before evolving into a warm heart of amber accord, freesia and whipped cream, grounded by patchouli oil. The base features vanilla absolute, moss notes and musk, delivering a rich and enveloping finish. For Dean, the cherry note evokes the arrival of spring in London, when cherry blossom trees transform the city in soft pink tones, reinforcing the fragrance's strong sense of place.

Visually, the fragrance debuts in a redesigned bottle that reflects its intensified character. The iconic Burberry Her silhouette is reimagined in opaque deep-pink glass with a matte finish, complemented by outer packaging adorned with flowing pink ribbons.