Emma Watson for Burberry

If during his campaign fall / winter 2009-2010, Burberry chooses to entrust once again the leadership of Mario Testino to shoot, he also separated from his former muses, Agyness Deyn and Lily Donaldson. The British label has indeed reveal the face of the new face of Christopher Bailey, who is none other than actress Emma Watson …

Unlike previous Burberry campaigns, snapshots from the latest collection immerse us in a sober and wise atmosphere. Therefore, if we find the young dandies slightly rock and color proofs of previous episodes, the lovely Emma clearly struggling to compete with the charisma of a vitamin Agyness Deyn or the romantic silhouette of Miss Donaldson. It is thus regrettable that, in the hope of an eventual buzz marketing, the brand has chosen to stake everything on the little face of an actress to …

Specifically, if the applicant is undoubtedly one of the most bankable young women of the moment, it appears too young and smooth to embody one of the chic Baudelaire heroines Bailey . So, between a summer opus in which languid mannequins posed in the heart of an English cottage bathed in light and powdery these pictures without taking risks, vaguely recalling a Longchamp Darel or advertising, the change is radical …

Clearly, the presence of oversized bags tartan propels this campaign with a view much more “product” than in the past. Crisis forces, the brand may have preferred to rely more on commercial and ease of ownership rather than an aesthetic challenge in which the protagonists of the shooting have the ambition to keep the lens to capture the magic Burberry. Indeed, whether with the ultra joyful images and dynamic 2008 or the languor orchestrated last summer , the last campaigns told a story which we had foolishly want to be part …

This is unfortunately not the case with little Emma who, despite his smoky eyes, fails to infuse the brand that little extra soul. It appears there or indeed transfigured nor against type, even if it shows a woman nothing than usual. But it will have to his credit a recurring role in a teen saga, his role model exacerbates its flatness.

That said, if not interesting, the campaign is visually acceptable. However it is regrettable that the fans of the young Emma – with little over 18 – are mostly financially unable to afford branded attires of their idol … Burberry would it be wrong target?