Advertising campaign images for Burberry featuring Emma Watson, the young Harry Potter actress, have been unveiled.
With dark, smoky eye-make up and windswept hair, Emma Watson looks a far cry from the young Harry Potter heroine Hermione Granger in her latest incarnation as the â€œfaceâ€ of British fashion label Burberry.
The 19 year-old actress confirms a sophisticated and grown-up look in the images, as she models signature items â€“ such as the classic trench coat and accessories, adorned by the iconic Burberry check, from the heritage brandâ€™s forthcoming autumn/winter 2009/10 collection.
Watson, who is carving out a figure as a leading style icon â€“ caught the eye of Burberryâ€™s creative director, the Yorkshireman Christopher Bailey, who said: â€œHaving known and admired the lovely Emma Watson for some time, she was the obvious choice for this campaign. Emma has a classic beauty, a great character and a modern edge. Her charm and intellect and brilliant sense of fun made the whole shoot feel like a picnic on the Thames.â€
The advertising campaign, which was shot by celebrated fashion photographer Mario Testino and directed by Bailey, was set in Westminster, central London, home to Burberryâ€™s new global headquarters at Horseferry House, SW1.
In one image, the River Thames is clearly visible in the background, conveying what Bailey calls a â€˜wonderfully historic part of Londonâ€™ to reflect the rich history and modernity of the Burberry brand.
Last month, the label announced that it will show its Burberry Prorsum collection for spring/summer 2010 as part of London Fashion Week in September â€“ forsaking Milan Fashion Week where the brand has shown for the past eight years.