Harry Potter’s Hermione is pure magic for Burberry sales! Emma Watson will hand over the reigns as the brand’s campaign spokesmodel to Transformers beauty and Victoria’s Secret Angel Rosie Huntington-Whiteley, the label has reported a 27% increase in sales.

The campaign revitalized the brand — which specializes in outerwear, handbags, and shoes — with its hit Spring/Summer campaign, snapped by Mario Testino and featuring Emma Watson and her younger brother Alex. Sales figures immediately responded with a jump, the company said Wednesday.

Revenue in the first fiscal quarter ended June 30 and surged to $436 million from $345 million a year earlier!