In the latest issue of British Vogue, Alexandra Shulman describes that the magazine desperately needed Mario Testino to shoot Michelle Obama at the G-20 Summit in London. But he was already booked for this Burberry campaign–and that’s one date even Testino had a hard time moving. After all, Burberry’s sales are flourishing, designer Christopher Bailey has never been more celebrated, and the Burberry spirits are overall…up. Testino shot these ads in the heart of Westminster, adjacent to the Burberry Global Headquarters on Horseferry Road in London. An entirely new female lead was enlisted in a form of Emma Watson. “Having known and admired the lovely Emma 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,” explained Bailey. “I wanted the images to represent both the rich history and the modernity of the Burberry brand whilst at the same time reflecting a quiet beauty, timelessness and strength that is particularly significant today.” Watson’s other co-stars were actors Douglas Booth and Tom Hughes, models Charlie France and Nick Wilson and a DJ/model Tom Guinness.