Burberry’s Her Parfum marks a new chapter led by Olivia Dean

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.

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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.

The singer-songwriter's appointment as the new face of Burberry Her, was first announced in October 2025, signalling Burberry’s continued focus on aligning with a new generation of British talent. Dean's genre-blending musical style, which feels both nostalgic and contemporary, mirrors the fragrance’s contrast of softness and strength. Speaking about the partnership, she shared that representing Burberry feels deeply personal.

"As a British artist, I’ve always admired what Burberry represents. It’s such an iconic brand with an incredible heritage, yet it still feels young, fresh and modern. I’m a huge fan of fragrance and love the way it can capture a moment or evoke a memory, so to be part of that story and represent a fragrance that celebrates individuality and self-expression is a dream come true," said Dean. 

Burberry Her Parfum has been available from 26 December 2026, with distribution across major global beauty retailers including Sephora, Ulta, Macy’s and Nordstrom. The launch is supported by Coty, Burberry’s long-standing fragrance partner, as the brand continues to expand the Her franchise as a signature scent collection inspired by London and designed for the modern woman.

The launch of Burberry Her Parfum comes just months after Burberry’s outerwear campaign, "Postcards from London", fronted by actor Olivia Colman. Celebrating the house’s signature outerwear and more than 165 years of British craftsmanship, the campaign reinforces the brand’s deep ties to London and its enduring style codes.

Comprising four short films — A Pinch of Salt, Across the Pond, The Soloist and 99 Runs — the campaign culminates in an edit titled It’s Always Burberry Weather: Postcards from London. Each vignette follows first-time visitors navigating the city, with Academy Award-winning Colman portraying a cast of eccentric British locals. The films also feature an international line-up of supermodels including Amelia Gray, Liu Wen, Lucky Blue Smith, Mona Tougaard and Tyson Beckford, unfolding as a cinematic love letter to London.

The campaign is part of Burberry’s broader push to deepen cultural relevance through high-profile global ambassadors. Over the past year, the brand has expanded its roster across key markets such as China, South Korea and the UK, tapping figures including Bright, Zhang Jingyi, Son Heung-min, Son Suk-Ku, Ncuti Gatwa, Rosie Huntington-Whiteley, Wu Lei, Chen Kun and Tang Wei, among others.

This renewed focus follows Burberry’s announcement of an “urgent” turnaround plan in 2024, a pivotal moment for the brand as it works to recalibrate its identity amid slowing sales. Since joining in July, CEO Joshua Schulman, formerly of Michael Kors, has acknowledged that recent underperformance was driven by inconsistent brand execution and a drift away from Burberry’s core outerwear category and customer base. “Today, we are acting with urgency to course correct, stabilise the business and position Burberry for a return to sustainable, profitable growth,” he said.

While online sentiment around the strategy has skewed neutral to positive, industry observers who spoke to MARKETING-INTERACTIVE, note that the move could help Burberry reconnect with its British heritage and luxury audience.

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