Burberry Finds A Brit: Emma Watson

It seems as though Burberry has made the right choice with Emma Watson. A few months ago, Watson was selected as the new face of the traditional British company and their celebrity choice is more than fitting. The 19-year old Harry Potter star will be modeling trenches, scarves and handbags for Burberry's Fall line. In this ad campaign, Watson will step into the shoes of iconic models, like Kate Moss.

First, Emma's appeal lies in the fact that she's actually British. The ad is authentic because Emma Watson is connected to the traditional roots of the Burberry company. "Having known and admired the lovely Emma Watson for quite some time, she was the obvious choice for this campaign who like the images she fronts, has a classic beauty a great character and a modern edge," Burberry's creative director, Christopher Bailey, said in a press release, adding that Emma gives the ads a "true British attitude." In fact, due to the fact that Burberry has cast Watson, the ad campaign also embraces the classic British setting, shooting near Big Ben and Westminster.

Secondly, Watson is a credible Burberry customer, often seen wearing Burberry clothes or sandals on the red carpet. Due to the fact that Watson possesses a solid reputation as a company consumer, she has earned the trust of other potential buyers. It is evident that although Emma is rather famous actress herself that this was not the primary reason she was selected. She actually wears Burberry. In the official Burberry video, Emma further establishes the notion of tradition and consumer credibility when she states that her grandmother has been wearing the brand since she got married.

Emma has also established herself as a fashion icon, donning Chanel and Alexander McQueen on the red carpet. In fact, she starred in a twenty page fashion feature in Vogue Italy. She has also been seen at New York and Paris fashion shows. If not a fan of Burberry, Emma is indeed a fashion conscious celebrity. Emma has also started her own ethically responsible fashion line called People Tree. The clothes are not only made of organic and fairly traded cotton, but enable economically disadvantaged individuals from Bangladesh, India and Nepal to work. The production of the clothing line helps alleviate poverty in marginalized countries.

Emma Watson's fashion label, People Tree

Lastly, Emma Watson possesses star power in her own right as the leading actress of the famous Harry Potter series. The next film, Harry Potter and the Half-Blood Prince, which is going to be released next summer, has not only kept Watson in the limelight throughout the years, but permits Burberry to target an adolescent audience.

This celebrity endorsement is successful because it equally harnesses her star power, while leveraging the trustworthiness factor, since she is British and an active consumer of the brand, as well as of high fashion.