Lily James announced as new face of Burberry fragrance

And the campaign is steamy AF!

Lily James needs no introduction, but we doubt you've seen her quite like this before. Joining the ranks of Kate Moss and Cara Delevingne, the British actress has just been named the new face of Burberry's latest fragrance, My Burberry /black - complete with a bold new look.

The steamy campaign was shot by iconic photographer Mario Testino, under the creative direction of Chief Creative and Chief Executive Officer Christopher Bailey and features the British actress in her first ever global advertising campaign.

Speaking of the appointment, Lily James excitedly said:

'The My Burberry Black advertising campaign is my first-ever campaign and it feels great! Each My Burberry perfume has a different personality and obviously My Burberry Black focuses on a more sensual, seductive side. There was a certain persona that I was embracing – the world of My Burberry Black is a world of sensuality and the woman who wears it is very confident in her own skin. She’s sexy and quite seductive and that was what I was embracing. I think we really captured this with the campaign. But it didn't feel like I was having to act, it just felt like different parts of myself that were kind of pushed forward. There was music and it felt really fun.'

Alongside the campaign images is also a short film, starring Lily James in all of her fragrance glory.

'When it came to filming, because the My Burberry campaign was a film, it wasn't just stills, there wasn't that much difference really to being on set for a film. Recently, I’ve been playing some roles that haven’t been a million miles away from me. So you have to find certain parts of character in you and enhance them. That's exactly what I did with this. So it was similar really. Except, I was working alongside Mario Testino and Christopher Bailey. It was a lot of fun.'

There was also another first for Burberry, with Lily James taking over the brand's Snapchat account today, culminating with the reveal of the TV and print campaign across multiple platforms.

And that's not all. Marking the brand’s first sponsored Snapchat lens, a My Burberry Black lens has been created to immerse users into the aesthetic of the campaign will run for 24 hours from 23rd August. The lens opens with an interactive scene of the user under an umbrella, sheltered from a rainstorm. The user is then prompted to 'blow a kiss', triggering a beauty filter which adds a beautifying golden light to the images.