Burberry sponsors Snapchat Lens for My Burberry Black launch

Burberry has sponsored its first Snapchat Lens which appears on the social network today as part of its launch of new fragrance My Burberry Black.

The Lens is available for 24 hours in the UK, US, France, Italy and Germany. Users taking a selfie will be able to see themselves underneath a Burberry house-check umbrella and if they blow a kiss they will trigger a golden light filter. The Lens can be accessed by clicking a link from Burberry's Instagram page.

The Snapchat Lens can be accessed via Instagram

This is Burberry's second high-profile campaign on Snapchat - last year it previewed its entire SS16 collection on the site 24 hours before its London Fashion Week show - and is the latest in a long line of digital firsts and innovations from the British luxury house.

The rest of the launch campaign features actress Lily James in various stages of undress, shot by Mario Testino. James, who takes over from Cara Delevingne and Kate Moss as the face of the fragrance, will take over the brand's Snapchat account and the ads will be streamed across its social channels, as well as on screens at Piccadilly Circus.

Burberry will also use Instagram's new "Stories" feature as part of the campaign. Launched earlier this month Instagram stories is a feature that borrows heavily from Snapchat's functionality enabling users to posts regular updates throughout the day which have a life-span of 24 hours.