Burberry Brit

Burberry shot the latest campaign for its Brit fragrance collection on Instagram on Saturday 30 January.

A set of images was captured and published live by Brooklyn Beckham throughout the day as part of his takeover of Burberry's Instagram account.

Followers of the Burberry Snapchat account were also able to watch the shoot as it happened in London. Content captured is also be shared across Burberry's Twitter, Facebook, Google+,.

The campaign features a cast of British newcomers including Ben Rees, Lewis Helim, Todd Dorigo, Eliza Thomas, Liv Mason Pearson, Maddie Demaine, Carvell Conduah and Harry Pourdjis, all shot in London.

The live shoot is part of Brooklyn's debut as the photographer for the Burberry Brit fragrances campaign. Following the Instagram shoot,

additional images for the campaign will appear in stores and across digital platforms in July, re-launching and unifying the brand's Brit fragrances as one collection.

Burberry Chief Creative and Chief Executive Officer Christopher Bailey said: '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."

Burberry has a history of supporting emerging creative talent, giving them the tools and the platforms to showcase their work on a global scale – from film and fashion to music and theatre, through a series of platforms including Burberry Acoustic, runway shows, brand events and the support of emerging talent awards.

Burberry Brit fragrances are available at David Jones, Myer and Sephora.

Follow the Burberry Instagram account to view all content captured and  by Brooklyn Beckham – #THISISBRIT