Burberry's S/S 2010 campaign goes youthful again with the return of some familiar faces and inclusion of some newbies. "This campaign celebrates our heritage and our timeless Burberry icons. The energy of the images and the dynamic cast reflect the different attitudes and expressions of the Burberry guy and girl." said Burberry Chief Creative Officer Christopher Bailey. "We've worked again with Emma Watson who has a classic, effortless beauty and is incredibly talented. Alongside Emma we have four British guys; Emma's younger brother Alex Watson, Matt Gilmour, Max Hurd and George Craig."

Shot in London, the campaign complements on a white wall with sophisticated details finished by a shadowy effect to emphasize the energy brought in by the quintessential British styling. Taking charge for creative direction, Christopher Bailey sets up the concept along with Mario Testino for photography, Orlando Pita for hairstyling and Linda Cantello for make-up. 

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