Style & ShowbizFashion

Lily James feels 'liberated' innew My Burberry Black fragrance campaign

Lily James feels 'liberated' innew My Burberry Black fragrance campaign

Lily James felt "liberated" in new My Burberry Black fragrance campaign.

The 'Downton Abbey' actress, who was announced as the news face of the British fashion house earlier this year, has admitted she enjoyed breaking away from the "stereotypes" people cast her in, although it was "intimidating" working for the luxury brand.

Speaking to the about her advert for the scent, which launched on Monday (22.08.16), she said: "It was quite liberating to break away from the stereotypes that people may have for me, and say, 'well this is who I am.'

"[But] quite intimidating."

The 'Cinderella' star - who follows in the footsteps of supermodels Kate Moss and cara Delevingen who have previously graced the catwalk and campaigns for Burberry - has admitted there's a "family feel" to the brand.

She explained: "The things that Burberry do really are ingrained in their brand, you saw it with Kate and Cara, there's a family feel to what they do."

"The My Burberry Black woman is incredibly authentic and effortlessly seductive.

"She has a very confident and sexy spirit and is a little bit flirty. She's very confident, too."

Lily shared her excitement for the launch of the latest beauty product and the big unveil of the raunchy campaign and accompanying, which was shot by the iconic fashion photographer Mario Testino and sees the blonde beauty strip down to pose alongside a giant bottle of the perfume.

Alongside a picture of her from the advert, which she posted to her Instagram account, she wrote: "@burberry so excited to launch the new #MyBurberry campaign........ Revealing August 22nd! (sic)"

Burberry's chief creative and chief executive officer Christopher Bailey has admitted he has "admired" the 27 year old for a long time and was "bowled over" by her when they first met.

Speaking previously about collaborating on this project with Lily, he said: "I have admired her work for quite some time and was bowled over by her wonderful charm and her warmth when we met so it was a treat to have had the opportunity to collaborate on this shoot together."