Emma Watson as the new face of Burberry

With dark, smoky eye-make up and windswept hair, Emma Watson looks nothing like the young Harry Potter character, Hermione Granger, in her latest spot as the “face” of British fashion label, Burberry.

The 19 year-old actress has  a sophisticated and grown-up look in the images, as she models classic Burberry  items – such as the classic trench coat and accessories.  So far she has modeled the winter “09 and “1o winter items.

Watson caught the eye of Burberry’s director, the Yorkshireman, Christopher Bailey, who said: “Having known and admired the lovely Emma Watson for some time, she was the obvious choice for this campaign. Emma has a classic beauty, a great character and a modern edge. Her charm and intellect and brilliant sense of fun made the whole shoot feel like a picnic on the Thames.”

The advertising campaign, which was shot by fashion photographer Mario Testino, was set in Westminster, central London, home to Burberry’s new global headquarters at Horseferry House, SW1.

Last month, the label announced that it will show its Burberry “Prorsum” collection for spring/summer 2010, as part of London’s Fashion Week in September – leaving behind Milan Fashion Week, where the brand has shown for the past eight years.