Burberry has signed actress Emma Watson as the face of its autumn winter 09 advertising campaign.
The quintessentially British actress, who played Hermione Grainger in the Harry Potter films, was chosen to “reinforce the brand’s rich heritage”.
The adverts will break in the leading glossy magazine titles in August.
The campagn images were shot by Mario Testino in Westminster in London, close to Burberry’s new UK headquarters on the capital’s Horseferry Road. Watson features alongside fellow British actors and models, including Tom Guiness, Tom Hughes and Charlie France.
Christopher Bailey, creative director of Burberry, said: “I wanted the images to represent both the rich history and the modernity of the Burberry brand whilst at the same time reflecting a quiet beauty, timelessness and strength that is particularly significant today.”
Of the signing of Emma Watson, he added: “She was the obvious choice for this campaign who like the images she fronts, has a classic beauty a great character and a modern edge.”
This celebration of the brand’s English heritage roots follows the announcement that Burberry Prorsum will return to London Fashion Week, instead of showing Milan in September.