Kate Moss and Cara Delevingne are the faces of Burberry's new fragrance.

The supermodels are pictured in the campaign for the luxury label's latest scent My Burberry - shot by famed photographer Mario Testino - which celebrates the brand's icons and provides customers with a more personal approach to buying perfume.

The marketing campaign - which features Cara, 22 and Kate, 40, sporting the label's signature trench coat - give buyers the opportunity to personalise their own bottles with a three initial monogram, available both in store and online.

The glass bottle design is based upon the Burberry trench coat and includes a hand-tied ribbon knot made from English-woven gabardine as well as horn-effect cap reminiscent of the buttons.

The My Burberry title has been taken from the affectionate way in which owner's refer to their sought after outerwear.

The Brit label have also released and interactive billboard campaign which allows users to interact with the brand and project an image of their own personalised bottle of 'My Burberry' up onto the billboards which will appear in various locations from London to New York.

There is also the opportunity for UK viewers of Channel 4's on demand service, 4OD, to produce their own My Burberry TV advert ending in a shot of their monogrammed bottle.

Burberry Make-up Artistic Consultant Wendy Rowe has also created an accompanying My Burberry make-up look to coincide with the release of the fragrance today (02.09.14).