Burberry is introducing a new scent this fall, inspired by the Brit brand’s black heritage trench coat, called My Burberry Black. Actress Lily James goes nude for the ad, which was shot by photographer Mario Testino and creative directed by chief creative and chief executive officer Christopher Bailey. It marks her first global campaign and Burberry’s first leap into Snapchat, with James taking over the brand’s account (for the day) to coincide with the reveal of the TV campaign. The best part? A My Burberry Black Snapchat lens (a.k.a. a sponsored selfie filter) that’s usable for the next 24 hours. It opens with an interactive scene of the user under a Burberry umbrella that blocks the rain; if the user blows a kiss, it triggers a filter that adds a beautiful golden light. Users in the US, UK, France, Italy, and Germany will all have access to the digi goodness.
As far as the fragrance, Bailey collaborated with perfumer Francis Kurkdjian to create a scent that fuses sun-drenched jasmine flower and peach nectar with a touch of rose to give a sweet and inviting candied twist, while rich amber patchouli rounds off the scent for a deep finish. The deliciousness is housed in an amber-colored glass bottle that reflects the details of the heritage trench coat; its hand-tied black English-woven knot honors the weatherproof fabric invented by Thomas Burberry over 100 years ago.
Customers are able to personalize their My Burberry Black bottle with up to three initials through a monogramming service available on Burberry.com and selected Burberry and wholesale stores in four sizes.
Check out the campaign video, below.