Christopher Bailey wanted an ''iconic'' image for the latest Burberry Beauty campaign.
The British fashion house has signed up British beauties Cara Delevingne, Edie Campbell and Jourdan Dunn to appear in the new ads for Burberry Beauty and its creative director was keen for them to reflect the brand's ethos.
He said: ''We wanted to create an iconic shot and have worked with three British beauties - Cara, Jourdan and Edie - all of whom embody the natural elegance of Burberry Beauty.''
The campaign was shot by Mario Testino under the direction of Christopher.
While Cara, Edie and Jourdan appear in the Burberry Beauty campaign it was recently revealed Gabriella Wilde and Roo Panes were the new faces of the label's autumn/winter 2012-13 campaign.
Christopher said of the new ads: ''We wanted to play with everything that's at the heart of the Burberry world - celebrating our brand and London through imagery, film, music, weather and our iconic outerwear, all in a very poetic and British way.
''Using London as the backdrop, we shot the series of cinematic, emotive black and white images and short films with the incredibly talented Gabriella Wilde and Roo Panes, who effortlessly bring the campaign and our collections to life across all of our platforms.''
Gabriella and Roo were photographed by Mario Testino as they posed against Greenwich's Royal Naval College among cinematic smoke and fog, and wet pavements.