Friday, September 4, 2009

Yes, that really IS Hermione for Burberry Autumn 2009

In what’s set to be Burberry’s most accessible and successful advertising campaign in recent years, Harry Potter ingénue Emma Watson has made her first foray into a modelling career, as the face of the Brit brand for Autumn 2009. The campaign, shot by Italian maestro Mario Testini, was shot near Burberry’s London headquarters (yep, that’s the Thames in the background) back in June.

It’ll be hard to miss the ads if you happen to open a high-end glossy this month, or wander past one of Burberry’s stores in London or Manchester. It is, however, easy to overlook 19-year-old actress, given her look is altogether more grown-up and sophisticated than the tunic and capes audiences are most familiar her in. When the time comes for French Vogue editor Carine Roitfeld to make a biopic of her life, Watson would be a sure bet for the lead – with her smoky eyes and caramel tresses, she looks more like French style maven than Roitfeld’s own daughter, model Julia Restoin Roifeld.

Modelling the brand’s iconic trench coats and tartan scarves, she nails the “understated cool” look like a seasoned pro. While the 695-pound pricetag on the Burberry Technical taffeta trench she models might be out of most 19-year-olds’ budgets, on Miss Watson it looks utterly convincing (which is not surprising, given her net worth from the Potter franchise will nudge 15 million pounds by the series’ end).

The celebrity covergirl marks a change in direction for the 153-year-old luxury fashion house, which has relied on the supermodel appeal of Lily Donaldson, Agyness Deyn and Eden Clark in recent seasons. The result, however, is right on target – she provides an utterly aspirational vision for the typical (albeit, slightly older) Burberry customer, while at the same time anchoring the brand back to its British roots. Despite the campaign’s back-to-basics inspiration, it’s refreshing to hear its covergirl’s response to the job, describing it as “the biggest ego boost of my life!”

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