The nine-year-old, bushy haired girl who plays the role of Hermione Granger in Harry Potter and the Philosopher’s Stone has completely transformed herself. In Burberry’s new Fall/ Winter ’09 ad campaign, shot by Mario Testino, it’s hard to miss Emma Watson’s sexy, chic avatar. The actress has done away with her studious looks and gone for an image makeover, complete with smoky, smouldering eyes and prim hair.
Though the new look is eye-catching, there are a few, like hotel executive Kanchan Makan, who feel it will be an obstacle in the upcoming Potter movies. She says, “I liked Hermoine who was headstrong and looked nice no matter what she wore. But now her look in the recent ad campaign may play spoilsport in the coming Harry Potter movies. It’s difficult to imagine the face of a luxury label to be a witch.”
Watson, who needs to hold on to her ‘Potter image’ till the next installment that is due in 2010, has taken to modelling as an alternative career. With the Burburry ad campaign, she has joined the likes of Kate Moss, Agyness Deyn and Rachel Weisz as the face of the fashion label.
Christopher Bailey, creative director of Burberry, thinks Watson can be transformed into anything from a schoolgirl to a sexy model easily. He says, “Emma has a classic beauty and a modern edge. I felt Emma would be strong enough to hold the campaign as the only girl,” the Daily Star quoted him as saying.