THE BRUSH OFF
EXCLUSIVE Rimmel to dump Kate and sign up TV beauty Alexa
Kate Moss faces being axed for a younger model by cosmetics giant Rimmel - with Alexa Chung the hot favourite to land the contract.
The 24-year-old T4 presenter has wowed bosses in secret screen tests to find a replacement for 34-year-old Kate. They have whittled the shortlist down to her and St Trinians star Gemma Arterton, 22.
A source said: "There have been rumblings for some time about Kate being replaced by a younger model. She's been amazing for the brand, but they've wanted a fresh face.
"Alexa is one of the hottest faces out there.
"Not only is she beautiful, she's savvy, sexy and has bagloads of attitude.
"Lots of girls also admire Alexa's rock-chic style and the fact she knows her music. She's very much in the driving seat."
Among those who also tried out in the secret tests but failed to cut it were Agyness Deyn, Daisy Lowe and Lily Cole.
Kate remains a huge player in fashion. She earned £6.6million last year alone and is worth an estimated £45million.
However, the loss of the Rimmel contract she has held since 2001 would be a second big blow - she was only recently replaced as the face and body of Agent Provocateur as its focus switched to younger models such as Deyn.
Rimmel had considered ditching Kate in 2005 after the Mirror published shots of her snorting cocaine, but stood by her.
While she was hit hard by the scandal, but bounced back with deals with Virgin Mobile, Belstaff, Dior, Louis Vuitton, Stella McCartney and Calvin Klein. She still has contracts with Versace, Bulgari and Top Shop - but her profile wasn't helped by her relationship with junkie rocker Pete Doherty.
Emmanuelle Bonte, of Rimmel, declined to comment on Alexa. She insisted: "Kate remains the face of Rimmel London and will continue to appear in campaigns for the foreseeable future.
"Rimmel London has no plans to replace Kate. We are very happy with the collaboration."