The campaign presents a story of self-discovery inspired by the collective strength and power of a pride of lionesses. Created with live footage of lionesses in their natural environment and the latest CGI technology, Burberry creates an imaginary world where Emma Mackey and the pride come together as one.

Embodying the spirit of Burberry Gold Eau de Parfum, Emma channels the strength of the pride, igniting the power within to discover her inner confidence and ascend the peak ahead of her. Echoing Shygirl in the overlaid vocals – ‘One of me, but I’m not the only one, we are many burning like the sun’ – the lionesses represent the collective power of female strength, support and the fact that together, we can achieve the extraordinary.

‘Fragrance has always been a great love of mine, and I am fascinated with the power that scent can have and the way it can immediately transport you to a specific time and place in your life. Being afforded the opportunity to become an ambassador for the new Burberry fragrance feels particularly special and personal.

‘To me, lionesses represent female unity and strength. They are confident and move together. Much like them, we stand on the shoulders of the women who came before us and those who bolster us throughout our own lives. To me, this image is a real source of empowerment.’ - Emma Mackey

A unique, gourmand, aromatic fragrance led by a powerful trio of distinct vanillas. Collected by hand, the beans spend five to seven weeks drying in the sun. They are then stored in wooden boxes to mature and develop their sweet, signature aroma.

‘My initial goal for Burberry Gold was to expand upon the common use of vanilla to deliver a new kind of rich olfactory experience. For this purpose, I used three distinct types of vanilla extraction. The first is a vanilla infusion, which provides the brightest woody vanilla possible. Then I used Firgood™, also known as vanilla caviar, for the first time in a fragrance. This innovative new ingredient adds a sweet, rich and animalic vanilla. Lastly, vanilla absolute is darker and richer, enhancing the fragrance with a mysterious, milky aspect.’ - Amandine Clerc-Marie, Perfumer

During the process to create the perfect vanilla accord, the precious vanilla was wrapped with notes of bright lavender diva essence from Provence and earthy notes of cocoa and ginger root, creating an aromatic balance to each vanilla.

Olfactive Pyramid

Top: vanilla infusion and lavender

Heart: vanilla caviar

Base: vanilla absolute

Family: gourmand aromatic

The bottle boasts an elegant design. The gabardine-inspired gold label references Burberry’s long-standing heritage, whilst the archive-inspired bottle is modernised with a gold medallion.