Scroll back in time five years ago and you can see A-listers parading Burberry and their distinctive check all around the place. The brand has become the envy of fashion world for its successful reinvention, until the moment when UK’s not-so-glamorous chav social group, has adapted the check as their own. The company has tried to distance themselves from the group and has even reduced the appearance of check to almost nonexistent. But many former customers have already left.

Back to present day and the company is faced with another challenge – the credit crunch. With the demand for luxury goods falling across the world and in the UK, it needs to pull another trick to reinvent itself again.

But fear no more, we think the back is back. It’s covered with dark, smoky eye make up and windswept hair and her name is Emma Watson. Emma couldn’t go further from the young Harry Potter heroine Hermione Granger. The 19-year-old actress is the new face of Burberry for their fall ad and impresses the public with her classic beauty and a modern cutting edge.

And the results are here, Burberry has reported a 12 per cent jump in sales and brands finance director Stacey Cartwright commented – “It’s pleasing. It’s a pretty creditable performance in the current environment.”

But take a look at the collection – the check is back in full glory and is taking its prominent position. The brand continues to blend its rich history with modernity, it appears young and trendy. The photo shoot is taken by celebrated fashion photographer Mario Testino in Westminster, central London. The new home for Burberry’s global headquarters at Horseferry House.

It doesn’t stop at that and Burberry has announced that it will move its Burberry Prorsum collection for spring/summer 2010 from Milan Fashion Week to be a part of London Fashion Week.

What’s coming next? Will it bring the production back to UK? Time will tell and we will be here to report.