Luxury retailer and brand Burberry has developed an interactive digital advertising campaign for its Autumn 10 collection that allows users to control the cast and products in each shot.

Using motion responsive imagery, the Burberry campaign will allow consumers to choose the view and perspective of the video, which can be rotated, paused and dragged by 180 degrees.

Burberry said the use of such technology will be a first for a global luxury fashion advertising campaign and that it was developed to reinforce the brand’s innovation and digital creativity.

The campaign will launch in July on as well as social media sites such as Twitter and Facebook. It will feature 14 images and six interactive videos of the brand’s Burberry Prorsum, Burberry London, Burberry Brit and Burberry Accessories collections.

The campaign features models including Rosie Huntington Whiteley and Sam Rollinson and was shot by Mario Testino.

Burberry’s chief creative officer Christopher Bailey said: “This campaign protects our authentic and timeless heritage and evolves the modern way in which we communicate that. The Burberry campaigns have always been characterised by the dynamic British cast and I wanted to express the individuality and the energy behind each of their different creative expressions.

“Burberry was founded on innovation and outerwear and I want anyone who sees the campaign not just to see images, but to feel a part of what we have created; connecting people through technology, music, the collections, the attitude, and the emotion captured.”

Last week Burberry launched Burberry Acoustic, a platform to showcase emerging British musicians with whom the brand had collaborated.