"It gives another dimension to the brand," said Philippe Benacin, chairman and managing director of Inter Parfums SA, which holds the Burberry beauty license. He described the project as a complete color line with about 100 references for eyes, lips and skin. It will be carried in between 30 and 35 doors worldwide, including the U.S.'s Nordstrom and France's Galeries Lafayette.

In high fashion circles, eyebrows are being bleached, shaved or covered with wax-like makeup in order to create a blank, emotionless canvas. The effect? A severe, static look on models and other trendsetters who are experimenting with this new "beauty" movement. Perhaps it's no surprise, considering futuristic and androgynous clothing trends have remained constant for the past few years.

However, all current credit for the craze must be given to the goddess of makeup masters, Pat McGrath, and her cadre of brow-less beauties on the Fall '09 Balenciaga and Prada runways. Recent ad campaigns from Givenchy, Longchamp and Valentino followed suit, and now Hollywood has taken on the trend, as Kim Kardashian demonstrated in a recent blog post in which she referenced teen series "Twilight" as her inspiration.

It's a match made in style heaven to have Harry Potter star and fashionista Emma Watson be the new face of the Burberry fall ad campaign, especially to hear creative director Christopher Bailey tell it. "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," says Bailey. And having a 19-year old front the brand also brings a dash of fun and youth, even to the shoot by Mario Testino itself.

Bailey reveals, "Emma's charm, intellect and brilliant sense of fun made the whole shoot feel like a picnic on the Thames." But even with her youth and fame, the campaign is meant to reflect the classic side of Burberry and its long history. Bailey explains, "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."

Meanwhile, Burberry is reported to have nabbed Emma Watson for its fall campaign. A Burberry spokeswoman declined to comment on a British press report, saying the project had not yet been finalized. The campaign will be unveiled at the end of May.

If Watson does appear, it's likely she won’t be the only star of the show: Just as Burberry loves its young English movers and shakers - past campaigns have included actor Alex Pettyfer, musician George Craig, and celebrity offspring Max Irons and Theodora Richards - it also loves a group shot. The whole experience might be Hogwarts all over again.

A source said Miss Watson's appointment will be announced next month. 'Emma has been excitedly telling friends that she is going to be taking over from Keira.' Emma has been slowly integrated into the Chanel brand. They have been dressing her for film premieres and parties over recent months to see if she is the right fit.

Once it became clear she is growing into a beautiful young woman and wears the Chanel brand so elegantly, they had to sign her up. Chanel realises it is important to target a young audience.' It is understood that Miss Watson's bosses at Warner Bros, which makes the Harry Potter films, have given their full backing to the deal.