The line of eaux de parfum will be the brand’s most luxurious.

The new Burberry Prorsum Collection, launching with eight fragrances, will be the brand’s highest-end perfume line.

Coming during the year the British fashion house celebrates its 170th anniversary, the name winks to Burberry’s motto meaning “forward” in Latin.

Each fragrance reflects a chapter of the brand’s history and channels Burberry’s iconic check with three signature olfactive notes, plus one “raker,” which refers to the red line intersecting the traditional camel, black and white pattern.

“The way that it has been conceived is almost to mimic what would be the olfactive texture of the check,” said Jean Holtzmann, chief brands officer of Coty Prestige. “So it’s about bringing tension, brightness and a form of energy in it.”

Burberry is a core pillar of the prestige portfolio at Coty Inc., which holds the brand’s fragrance and beauty license. “Over time, we have significantly grown the brand,” Holtzmann said.

During the past seven years, Burberry went from ranking 29th to 15th among prestige fragrance brands, according to Circana.

“For us, it was very important to continue the journey,” Holtzmann continued. “From the fashion angle, there has been tremendous work under Joshua Schulman’s leadership in order to transform the brand. We felt that now is the right moment to come back with a proposal and a story [that] is meant to be the apex of the brand.”

As Burberry fashion now has a strong reconnection with British heritage, so too does this fragrance collection.

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