Burberry, the iconically British brand, have officially announced their SS16 campaign after a teaser of the Mario Testino photo shoot was released live in October for just 24 hours over Snapchat. Very 2015 of them. This stripped-down version of a fashion shoot is the first of its kind, an organic and instantaneous outlook on a high-end brand and industry: ‘we are hoping to change the way in which the industry traditionally views and treat fashion campaigns’ said Testino. This concept is enhanced by the young and bright-eyed selection of models of the moment with nothing but an au naturel glow to their faces.

This fresh-faced cast of bright young things includes Dylan Brosnan (son of Pierce), Bella Yentob (daughter of Alan), twins Ruth and May Bell, Hayett Belarbi McCarthy, Eliza Fairbanks, Misha Hart, Liam Gardener, Sol Goss, Ben Gregory and Louie Johnson. All Brits new to the Burberry campaign.

Alongside the models of the moment, is ‘it’ accessory, The Burberry Rucksack, which sold out immediately after it first appeared on the runway back in September at LFW. The ready-to-wear lightweight bag is available to order online from Burberry.com – the men’s version is soon to follow and will be available from January.