Burberry has unveiled Emma Watson as the new face of its forthcoming autumn/winter 2009/10 collection. The 19 year-old star from the Harry Potter series of movies can be seen in Burberry's latest marketing campaign.

Sporting a more sophisticated and grown-up look, Emma models signature items – such as the classic trench coat and accessories, adorned by the iconic Burberry check.

"Her charm and intellect and brilliant sense of fun made the whole shoot feel like a picnic on the Thames,” added Burberry’s creative director Christopher Bailey

Burberry's advertising campaign was shot by fashion photographer Mario Testino and directed by Bailey. Set in Westminster, central London, it is no coincidence that the location is also home to Burberry’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 'wonderfully historic part of London' to reflect the rich history and modernity of the Burberry brand.