At the age of 19, Burberry’s Autumn/Winter 2009 Campaign was Emma’s first major fashion campaign.
Christopher Bailey, Burberry Chief Creative Director said, “Having known and admired the lovely Emma Watson for quite some time, she was the obvious choice for this campaign as she, like the images she fronts, has a classic beauty, a great character and a modern edge. Emma is part of the Burberry family; we've worked with her on lots of different things. She is one of the great new British icons."
The campaign, shot by Mario Testino in central London with a view of the River Thames, had a distinctly British feel.
"It's a wonderfully historic part of London", Bailey said of the choice of shoot location in Westminster, near Burberry’s new Horseferry Road headquarters. "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.
The five guys of the campaign, Tom, Charlie, Douglas, Nick and Tom come from the world of film, music and art and give the pictures a true British attitude. Emma's charm, intellect and brilliant sense of fun made the whole shoot feel like a picnic on the Thames.”
Emma projects a sophisticated and grown-up look in the images, as she models signature items – such as the classic trench coat and accessories, adorned by the iconic Burberry check.
Emma was absolutely thrilled to be asked to be part of the campaign. She described the shoot as “just amazing” and added that the person who was most excited that she had been asked to do a Burberry campaign was her grandma. “She’s been wearing Burberry forever - a Burberry trench was one of the first things she bought for herself after she and my grandpa got married. I can’t wait for her to see the pictures”.