Burberry has revealed the campaign for its new female fragrance, My Burberry Black, starring British actress Lily James.
James – best known for her role as Lady Rose in Downton Abbey and for playing Cinderella in the 2015 Disney film of that name – is shown provocatively in nothing but a black trench coat, dancing in the rain under an umbrella. British singer-songwriter Duffy sings I Put A Spell On You in the background.
The steamy campaign was shot by iconic photographer Mario Testino, under the creative direction of CEO Christopher Bailey, and, in a first for the brand, James also took over their Snapchat in anticipation of the brand's first sponsored Snapchat lens.
"The woman who wears My Burberry Black is confident in her own skin, intense and sensual and I think we really captured this with the campaign," James said. "My Burberry Black is about embracing your sensuality and the confidence in yourself. It's British and fun and there's freshness to it, a boldness… To me, My Burberry Black has a beautiful, sensual smell. I like that there's this sort of dark edge – the amber, and then there's the rose and peach; it feels floral but with this kind of more sensual muskiness to it. [It] is sexy and sultry yet fresh."
Lily James succeeds British models Kate Moss and Cara Delevingne who are the current faces of My Burberry. She called following in their footsteps "an honour".
Watch the campaign in full below:
Via Harper's Bazaar UK