Those of you of a nervous disposition may want to look away, lest you want to weep into your morning coffee. Burberry has just unveiled its biggest – and most provocative – campaign to date for the launch of its new fragrance, and its cast a nearly-naked Rosie Huntington-Whiteley to star in the spotlight.

Dubbed as the luxury label’s ‘most sensual’ fragrance so far, Burberry Body is gearing up to take the world of scents by storm with its use of innovative ingredients and design (details of which will be released over the coming weeks) – and Rosie Huntington-Whiteley is just the first in a series of hot young things lining up to front it.

“Burberry Body is the most exciting launch that we have ever created and captures the iconic spirit of the brand today in a striking and sensual way,” says Christopher Bailey. “Rosie’s effortless style and her staggering beauty made her the natural choice as the first Burberry Body.”

Shot by Mario Testino, the campaign sees the model-come-actress laying on the floor wearing nothing but a rose gold silk trench and the fragrance – oh, and one helluva lot of smouldering sexiness. And you can expect to see plenty more similarly sensual campaigns in the future, as the British brand plans create a portfolio of “Burberry bodies” to ‘iconise’ the fragrance for years to come.

”It’s a huge honour to be working with Burberry again, a brand that put my career on the map and helped launch me,” says Rosie. “To be asked to be the first ‘Burberry Body’ is an amazing compliment.”

Burberry Body will launch worldwide on September 1st, but in the meantime, you can watch a sneak peek of the moving campaign below. God help mankind if the ads hit the billboards.