Burberry’s new ad campaign for the launch of the new fragrance My Burberry Black stars Lily James. This is the first global campaign for the British actress, and it began yesterday.

The campaign was shot by Mario Testino. It is streaming across several social media platforms, including Snapchat and Instagram. Instagram “stories” will follow James at the fragrance launch event at Thomas’s Regent Street in London.

My Burberry Black is a more intense version of last year’s My Burberry – and it was inspired by the black Burberry Heritage trenchcoat. 

Photo: Mario Testino / Burberry