Burberry Launches New Fragrance at Big Bash and No One Seems to Care

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It was a fairly star-studded event at Bur­berry in Beverly Hills last night. As recognizable and vaguely familiar faces packed into the place by the hour. Eventually, you couldn’t move. You were elbow deep in reality TV personalities, movie stars and models. Not that you cared, you could just stand, penned in a corner as Champagne and delicious hors d’oeuvres came to you in an endless armada of serving trays.

Beyonce’s little sister Solange Knowles worked the ones and twos while guests made small talk and employed the “Hollywood Roving Eye,” an industry maneuver where one eye politely stays on the person you are pretending to listen to while the other peripherally scans the crowd for someone more important.

Host and Burberry CEO Christopher Bailey took plenty of photo ops, especially with Rosie Huntington-Whiteley, the face of the new Burberry Body fragrance, which was the reason for this whole affair.

In attendance were Kate Bosworth, Rachel Zoe (and her fashion minstrels, dressed all in black like magpies, following her every move), Lydia Hearst, Jayma Mays the skinny red-haired chick from Glee, Cat Deeley the long-legged host of So You Think You Can Dance? and Patrick Stewart (Star Trek: The Next Generation, the X-Men series).

I asked one of the women organizing the event if an announcement was going to be made or any kind of formal acknowledgement of the new fragrance. She shrugged and replied, “It’s just a party.”

With that, I made my way to the door and as I waited for the valet, Serena Williams showed up and entered the party that showed no signs of stopping.

I couldn’t tell you what the Burberry Body fragrance smells like, but a good party is a good party, right? I’ll give them that.