Hermione Granger, sorry, Emma Watson - the eighteen year old starlet has been signed as the new face of the Chanel fragrance Coco Mademoiselle. Did the 23 year old Keira Knightley get too old for Coco? Perhaps, her contract ends this summer but Brandrepublic says "Knightley will be given a new role at Chanel when Watson takes over." Oooh, maybe she'll do Allure or Chance ads?
Making Emma Watson fit to be a Chanel icon has been in the works for some time already, and the stylish image on the left is from In Style magazine where Emma looks more lady than teen.:

“Chanel have been dressing Emma for film premieres and parties in recent months to integrate her into the brand”

The previous Coco girl was Kate Moss, who was replaced by Keira in 2007.

Just last month it was reported that Audrey Tautou, star of 'Amelie' and 'The Da Vinci Code', has been signed up to appear in the next Chanel No 5 perfume ad, due to air in 2009 - which makes total sense since she plays Chanel herself in the movie "Coco Before Chanel", directed by Anne Fontain. Expect big bucks four minute short film style advertising when that one comes out.