“Cinderella” star Lily James doesn’t need the Burberry plaid to sell the British company’s new fragrance – or any clothes at all, it appears.
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Brit actress Lily James has bagged the ultimate, much-coveted spot amongst the ranks of beauty ambassadors, following in the footsteps of Kate Moss and Cara Delevingne to front the new My Burberry Black fragrance.
James said the performe campaign was an easy choice for her.
My Burberry Black includes scents of jasmine, candied rose and amber patchouli.
Lily James was nervous about famed photographer Mario Testino shooting her for Burberry’s My Burberry Black campaign. The takeover culminated with the reveal of the TV campaign across multiple platforms globally, including Clear Channel’s One Piccadilly and Coventry House screen in London.
To mark the launch, Burberry has created its first branded Lens on Snapchat.
In images for the fragrance, James, 27, goes topless, covering her chest with her arms, while lying on top of the brand’s classic black Heritage trench.
The Lens is available for 24 hours in the UK, US, France, Italy and Germany.
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The Lens opens with an interactive scene of the Snapchatter under a Burberry umbrella, sheltered from a rainstorm. The bottle is made of amber glass and its design, like the My Burberry fragrance, is meant to be reminiscent of the black trenchcoat, including the horn-finish cap, similar to the coat’s buttons, and the back gabardine knot, made in Castleford, Yorkshire, and inspired by the original weatherproof fabric invented by Thomas Burberry.
