Harry Potter star Emma Watson is the new face of Chanel

The 18-year-old actress has signed a two-year contract worth £3million with the French fashion house to promote the brand [Chanel fragrance Coco Mademoiselle.]. Miss Watson, who became a household name in the films based on JK Rowling’s books, has signed up with leading model agency Storm, which is thought to have secured her first major campaign.

It is understood that she will replace Keira Knightley, 23, whose contract with Coco Mademoiselle ends this summer. Sources said Chanel is creating a new role for Miss Knightley who, in her latest advert, poses provocatively with just a bowler hat covering her modesty.

A source said Miss Watson’s appointment will be announced next month. ‘Emma has been excitedly telling friends that she is going to be taking over from Keira. 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. 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. Chanel realises it is important to target a young audience.’

[From the Daily Mail]

Watson is certainly a lovely girl, and brings with her a younger fan base than other Chanel models like Nicole Kidman, and maybe even a bit younger that Keira Knightley’s fans. It’s good that Chanel isn’t actually kicking Knightley to the curb. Hopefully that’s not a bunch of PR bull to make them sound good. Chanel is obviously one of the classiest brands out there. They must not have paid too much attention to Watson’s drunken behavior on her 18th birthday.

Here’s Emma Watson leaving Automat restaurant in London on April 19th. Images thanks to WENN.

DISCLAIMER: This posting was submitted by a user of the site not from The Insider editorial staff. All users have acknowledged and agreed that the submission of their story and its contents is in compliance with our Terms of Use.