According to PR-Inside.com:

Harry Potter star Emma Watson is set to replace Keira Knightley as the face of French fashion house Chanel - signing a reported $6 million (£3 million) contract.

Knightley has been the star of the advertising campaigns for premium fragrance Coco Chanel since 2006, but the actress’s contract expires this summer (08).
And bosses at Chanel have reportedly lined up 18-year-old Watson to take Knightley’s place.

A source tells British newspaper 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.

“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.”

This pisses me off SO much. Keira was announced as the face of the fragrance in March ‘06, and didn’t start working on the campaign until KM finished her contract on Sept/Oct ‘06 (although her ads were pulled many months before that), with no-one really getting/using the ads of Keira until August/Sept. ‘07, and now she’s being replaced by a 12yr-old girl???!!!
Yes, Emma Watson is gorgeous, and has developed very well in a beautiful, chic young woman - admittedly not a hard feat when you’ve got top fashion houses like Chanel/Burberry fawning over you - but I thought Keira’s contract was supposed be a 3-year one??!
If not, it should have been from the beginning. She’s an Oscar nominee for heaven’s sake, and the way she keeps going, she’ll be up for another one any day now…We have yet to see Emma branch out, and display the range/depth/adaptability of Keira, or many of her peers.
If you didn’t get it already, I. AM. VERY/ ANNOYED!!! [HULK. SMAAAAASH]!!! >:) >:)

okay first keira is the face of Coco Mademoiselle not coco chanel coco chanel is another chanel perfume and its not as nice it smells like nail vanish so they need the check there facts and also if she is replacing her emma might be good but its no were as famous keira will have a long hollywood carrer and a bet she’ll win an oscar one day or atlease get nomited agian but after the harry potter flims emma will be no one i don’t see her acting agian in other movies as she isn’t that great of an actress you can really tell that in the harry potter flims looking good isn’t anough to be the face of a chanel perfume you need more its like the new face of chanel No5 shes sh*t i didn’ think nicole was that good but she was wayyyyyyyyyyy better chanel needs to wake up if they want people to pay for there things it might start to go down hill now with all the sh*tty ads and also keira hasn’t been the face for that long its not fair they didn’t show the ads untill ages.

I really Like Emma, But I don’t think that it’s a good idea to choose her to replace Keira… She’s not enough “mature” for that….She has only the HP’s films and her TV film “Ballet Shoes” in her filmography, she has not a really great career I think that it would be better that she continue to play in few more films in order to have a bigger notoriety….
But yeah in the future I think she’ll make a good icon for Chanel but not now…

i wrote it somewhere on that site, i will repeat it ;) chanel chooses women who are famous enough ;) it helps better than employing actressess which are talented or have eventful career :>

totally agree with Lola. Emma is pretty but she’s not in Chanel style. she can’t even stay near Keira or Nicole!

does anyone know where this ppic is from?
it was attached to an article about emma taking over from keira …

http://uk.news.yahoo.com/itn/20080616/img/pen-1213612237-showbiz-f74b-e1e6447a541b0.html

Hi princesssparkle,

I believe that pic is from Keira’s ITV interview, or at least one of the interviews aired on Monday. See 6min ‘Kienna’ ITV London Tonight interview here: http://jamesmcavoy.free.fr/forum/viewtopic.php?f=10&t=821&p=20293#p20293

I agree with Lola on everything she said, including the hulk smash! I don’t have anything personal against Emma Watson, but as far as Keira goes — I can’t believe her contract seems so short. :| I remember photos of her in Paris back in 2005 to visit Chanel’s apartment, discussing the campaign. Yet I never saw her promotions until last year — in 2007. That just seems really strange, I just wished they’d keep Keira a bit longer than that.

Secondly Emma Watson? For real?! Why are they choosing Hermione to replace her! Emma is barely 18 — but she looks 13! She is so, so, so cute (Emma), but Chanel isn’t about being cute, which completely is out of Emma’s depth I think. She should be advertising something preppy like J Crew or or something. Plus, Emma hasn’t done anything yet, which is frustrating, because all her fans are little girls. Does this mean little girls are going to be begging their mothers for Chanel now?

:(