Psst... Is Emma Watson to replace Keira Knightley as the face of Chanel's Coco Mademoiselle?
We speculated back in July last year that Emma Watson would soon be on the Chanel pay roll, and now it seems that our suspicions were correct.
The Harry Potter star is said to have landed a lucrative contract, worth £3 million, to replace Keira Knightley as the face of Chanel's Coco Mademoiselle fragrance. If true, the decision will be the latest big change for the French fashion house, who recently replaced Nicole Kidman with Audrey Tautou as the face of its iconic Chanel No.5 perfume.
Earlier last year, the 18-year-old actress signed on with Storm Models, the agency which is thought to have secured her the deal. Knightley's contract is due to end this summer, and an announcement regarding Watson is expected next month.
"Emma has been excitedly telling friends that she is going to be taking over from Keira," a source told The Mail on Sunday. "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."
It is believed that by recruiting Watson, which has the full backing of her bosses at Warner Bros (the makers of Harry Potter), Chanel can target a younger audience.
"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," the source added.