England’s sweetheart Brooklyn Beckham has taken over Burberry’s Instagram account. His debuting move? The live shoot of the brand’s Brit fragrance collection.

The footage will feature many British newcomers such as Ben Rees, Lewis Helim, Todd Dorigo, Eliza Thomas, Liv Mason Pearson, Maddie Demaine, Carvell Conduah and Harry Pourdjis, captured London style. This shoot is the first of many others for young Beckham, as he has acquired the title of Burberry Brit Fragrances’ designated photographer. This title proves that Burberry’s statement to support emerging creative talents holds absolutely true, as they are provided with all necessary platforms to showcase their skills, whether it’s on a fashion level or screening level.

“Brooklyn has a really great eye for image and Instagram works brilliantly for him as a platform to showcase his work. His style and attitude were exactly what we wanted to capture in the spirit of this new Brit fragrance campaign and I am loving the shots of today’s live shoot which looks incredible.”  Said Christopher Bailey, Burberry’s Chief Creative and Chief Executive Officer.

The campaign images will take over all digital platforms and stores in July, while Burberry Brit fragrances are already available on Burberry.com, at The Burberry Beauty Box and selected Burberry stores.

Cindy Menassa