Emma Watson the new face of Burberry

Emma Watson is the new face of Burberry, the British fashion house announced. "Hermione was the obvious choice for this campaign," Burberry's creative director, Christopher Bailey, said. Photographed by Mario Testino, Watson looks extremely grown up in trench coats from the autumn/winter collection. Despite rumours linking her to Chanel and her ubiquitous presence at international fashion shows, Burberry is the first major advertising campaign that the 19-year-old Harry Potter star has landed. The star is apparently signed to Storm models.

The shoot took place in Westminster, close to Burberry's headquarters at Horseferry House in Pimlico, and the images capture Watson in a collection inspired by Virginia Woolf and the Bloomsbury set.

"Emma has a classic beauty, a great character and a modern edge. Her charm, intellect and brilliant sense of fun made the whole shoot feel like a picnic on the Thames," Baily told the Evening Standard.

He added: "I felt Emma would be strong enough to hold the campaign as the only girl, and I loved the idea of her being surrounded by these young, cool British guys."

Watson first appeared as Hermione Granger alongside Daniel Radcliffe and Rupert Grint in Harry Potter And The Philosopher's Stone in 2001. The sixth film Harry Potter And The Half-Blood Prince is released on 15 July.

Image: Burberry AW09 campaign