Kate Moss & Cara Delevingne for 'My Burberry' New Fragrance 2014

Burberry is launching a new fragrance for women, My Burberry. Inspired by a London garden after the rain, 'My Burberry' takes its name from the affectionate way in which people refer to their Burberry trench coat. A timeless piece of clothing – the scent is the ultimate expression of the brand's rich past and future.

Developed by chief executive and chief creative officer Christopher Bailey in collaboration with the famous perfumer Francis Kurkdjian, My Burberry features a grand floral bouquet with an unexpected edge. Among the notes of the scent are sweet pea, bergamot, geranium, freesia, golden quince, patchouli, Damascus and Centifolia rose. The campaign is fronted by supermodels Kate Moss & Cara Delevingne, photographed by Mario Testino.

Francis Kurkdjian explains how the fragrance came to life: “It is inspired by London, an urban garden. You have the vibrancy of the city, so it is something contemporary. You have the garden. You have the flowers…and the art of gardening, which is very important for the British. The flowery aspect of the perfume comes from that idea of the garden after the rain. You have the lush wetness. You have the soil. You have the earthiness. All of these feelings.”

My Burberry is available in 30 ml, 50 ml and 90 ml Eau de Parfum plus matching body products.

All images @ Burberry/Mario Testino