From city-centre precinct to village green, it acted as a warning to others that it might be best if you were to give the park bench, playground or street corner that they were congregating at a wide berth. This flag of inconvenience was easily identified: a black, white and brown check incorporated into everything from baseball caps to handbags to jackets. It was commonly known as Burberry, though more likely it would be a cheap copy of the brand. The distinctive check design had been hijacked by the chav culture associated with football hooligans and vulgar soap stars dressed top to toe in brown check. The 150-year-old brand needed someone who was a world away from the image described by one commentator as ‘council-house chic’ to front their new campaign. For the best part of two years, stories had appeared linking Emma Watson to Chanel. In June 2009, it was announced that she was to be the new face of Burberry. The company’s creative director Christopher Bailey told the Evening Standard, ‘Having known and admired the lovely Emma Watson for quite some time, she was the obvious choice for this campaign.
