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Oh to be rich and famous. And only 18. Emma Watson, one of the young stars of the Harry Potter movie franchise, has just signed a $6 million deal to be the new face of Chanel, replacing Keira Knightley – either because she’s aging away at 23, or she’s become so thin that her form no longer shows up on television screens. Problematic either way.
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.
Written by JayBird
Posted in Emma Watson, Keira Knightley, Models
Pages: 1 2
19 Responses to “Harry Potter star Emma Watson is the new face of Chanel”
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What? Why? Not a fan of Kiera, but Watson is way too young for this perfume.
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Drunken behavior? big whoop. she’s legal and European and hasn’t been photographed in that manner since. She’s allowed one night of beligerence.
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I like the idea of Emma doing this, but who is she appealing to? Most kids her age (or my age, for that matter) can’t afford Chanel.
Almost everyone gets wasted on thier birthday, big damn deal
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Too young for Chanel and certainly an odd target audience for that venerable, not to mention expensive perfume. I mean who’s next after her, Miley Cyrus ? I don’t know too many 18 year olds with 50 bucks to thrown down on perfume.
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Watson is not to promote the Chanel housename but only it’s Coco Mademoiselle perfume which is a very young and fresh fragrance.
It is only normal that they would take someone who’s young as the fragrance is suppose to sell to that age target.
I once had a bottle of Coco Mademoiselle and I was 18 at the time… It seems logic.Once again, changing faces is Chanel’s strategy regarding their perfumes and it is rumoured that Knightley will move on to promote more expensive Chanel product(s).
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I think it is a great idea. More young women need to use her as a role model in manner of dress, not the whatever you want to call them that are currently out there promoting themselves.
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Ahh she’s going to be a breath of fresh air. Emma Watson is young and looks her age (not like Lindsay), has not produced sex tapes (see Paris, Kim), has not shown the world her vajayjay (congratulate Britney, Paris, Lindsay, et al).
I think she’s going to do a great job.
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In other news:
TOM CRUISE is also looking for Emma Watson to be the new face of Katie Holmes.
Creepy I know, but that is the Tom Cruise way.Creepy.
____
Shakira Mebarak owes me money. -
Eh, I think this a bad choice. Emma Watson’s looks - while pretty - are not really “Chanel”… she’s more “Land’s End” to me.
Now Kiera is Chanel. She’s got a face to land a million ad campaigns.
Don’t hate her because she’s beautiful, CB!
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I understand how Kiera is perceived as too thin and partying and drinking too much to appeal for a classy, elegant brand, but an 18 years old, as sweet as she might be- will bring a fan base of children.
In my family, the people who look up to her are a 4 years old and a 7 years old.
None of them would buy anything that has to do with high fashion.Even a 23 years old is very young, as mostly younger people would look up to her and they don’t have a lot of money to spend on fashion as the older girls and women.
Simply an odd decision.
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Chanel needs to find FRENCH people for their ads, not skanked faced actresses.
ATTENTION CHANEL PEOPLE IN CHARGE OF DECISIONS!: Get a scout, okay. Go to Universities and pastry shops around town & find a beauty who is doing something w/her life & give HER the money. Introduce someone who is DOING SOMETHING. It’s France for cryin’ out loud. The country is up to it’s eyeballs w/beauties running to & fro. -
I think it’s very business savvy, this Emma Watson Chanel-contract decision. She’s a young adult, now, and she isn’t “miley Cyrus” by a long, long shot, at all. She’s a classy, fresh-faced young lady, obviously possesses natural elegant style, and appeals to young women from teenage through late twenties, as a model promoting a fine fragrance. I think Chanel is a company run by a few very in-the-moment brilliantly business-minded people, they always pick the right face at the right time for the right ad campaign. They used Lindsay Lohan for a minute, when LiLo was in her prime beauty-wise, and Nicole Kidman looks stunning in those Chanel ads she’s in, of course Keira Knightley is another brilliant choice of model representing the Chanel brand - and you’d be surprised how many young women and teens can afford to purchase a bottle of Coco Chanel, it isn’t Joy de Jean Patou Eau du Parfum, it’s a normal-priced eau de toilette, like $60 tops.
I was a guest in the audience at a taping of an episode of the Wayne Brady show about 5 years ago, and Emma Watson was one of the guests. She must’ve been about 13 at the time, promoting one of those Harry Potter films. She came across as a real perfectionisty little girl, mature for her age, but a little annoying because she had this young-teen-celebrity snobbery thing going on, a sort of fragile, newly minted exaggerated sense of self-importance. But perhaps she’s grown into herself by now, and toned down on that irritating teen-girl tendency. She certainly grew to be a very beautiful young woman, didn’t she? Very pretty girl.
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►►Emma Watson ….has not shown the world her vajayjay.
◄◄O RLY?
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Snowblood, genius post. Really, very astute but in your 2nd paragraph the logic is eluding me a little. Well, I’m tired. We’ll talk about it tomorrow perhaps.
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Back again for a second b/I fall out. Young Snowblood have her own blog? You can’t be too young (compliment, I swear)to be writing so eloquently. Am I right?
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she’s young and making a lot of money… good for her!!
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I agree with Kaiser. Land’s End. American Eagle, tops. If Tyra Banks has taught me anything, it’s that Watson is has commercial appeal, not couture. And Chanel ads are couture more than commercial, even if they’re selling perfume.
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what are you talking about? 18 year olds (and especially teens younger than 18) are the only ones right now with money to spend on “$60 tops” perfume. they’ve traditionally been the target audience for advertising campaigns since they have tons of disposable income and don’t have to pay rent/utilities/etc. CoCo Mademoiselle is not a scent intended for older audiences (thus mademoiselle, not madame).Using Emma Watson will appeal to the desired target audience.
Also, Emma Watson has really blossomed from when she first started doing HP. She’s beautiful, elegant, and not awkwardly thin. She also doesn’t have the negative press that Kiera does following her around. I think she’s a great choice, and I was really excited when i first heard about this.
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cool, i like hermioney or whatever the hell her name is.
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