Ooh la la! It's Coco Keira - the new face of Chanel

The Pirates Of The Caribbean star is replacing fading supermodel Kate Moss as the face of Chanel, and these exclusive pictures show just why the French fashion house is paying her £500,000.

But tomboy Keira, 22, has had to work hard at cultivating a new, sophisticated image since landing the highly coveted contract.

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The new Chanel girl: Keira Knightley

"Chanel's Coco is the first perfume I've ever worn," confessed the actress, who has been criticised in the past as being too skinny and scruffy to be a film legend.

Now she has scrubbed up nicely and is set to eclipse the Chanel old girls - Nicole Kidman, Catherine Deneuve and Vanessa Paradis - when the adverts are launched in September.

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The Oscar-nominated actress was paid £500,000 by the French fashion house

"We think Keira is perfect because she is always incredibly alluring and seductive," said a Chanel spokesman.

"She would not have looked out of place in the Forties or Fifties, and that's why she was chosen - to show a timeless chic that will never fade."

Kate Moss during her time as the face of Chanel