As she has grown older, Watson has become something of a fashion devotee, saying that she sees fashion as very similar to art, which she studied in school. In September 2008, she told a blogger, "I've been focusing on art a lot, and fashion's a great extension of that."
In 2008, the British press reported that Watson was to replace Keira Knightley as the face of the fashion house Chanel, but this was flatly denied by both parties. In June 2009, following several months of rumours, Watson confirmed that she would be partnering Burberry as the face of their new campaign; she received an estimated six-figure fee for modelling Burberry's Autumn/Winter 2009 collection. She later appeared in Burberry's 2010 Spring/Summer campaign alongside her brother Alex, musicians George Craig and Matt Gilmour, and Max Hurd. Watson continued her involvement in fashion advertising when she modelled for Lancôme in March 2011.
In September 2009, Watson announced her involvement with People Tree, a Fair Trade fashion brand. Watson worked as a 'creative advisor' for People Tree to create a spring line of clothing, which was released in February 2010; the range featured styles inspired by southern France and the City of London. The collection, described by The Times as "very clever" despite their "quiet hope that [she] would become tangled at the first hemp-woven hurdle", was widely publicised in tabloids such as You magazine, Heat Magazine, Teen Vogue, Cosmopolitan, and People. Watson, who was not paid for the collaboration, admitted that competition for the range was minimal, but argued that "Fashion is a great way to empower people and give them skills; rather than give cash to charity you can help people by buying the clothes they make and supporting things they take pride in"; adding, "I think young people like me are becoming increasingly aware of the humanitarian issues surrounding fast fashion and want to make good choices but there aren't many options out there." Watson continued her involvement with People Tree, resulting in a release of a 2010 Autumn/Winter collection.
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