Chanel, which had chosen “The Pirates of the Caribbean” star Keira Knightley as the new face of its Coco Mademoiselle fragrance earlier this year, has begun shooting the new adverts.

According to reports, 21-year-old actress looks cool and sophisticated.

Knightley succeeds Kate Moss, whose contract expired last October. The 32-year-old British supermodel (Moss) had starred in the Coco Mademoiselle ads since 2002.

“Keira Knightley is a bright, young actress who has already made her mark in a diverse portfolio of films, including her Oscar-nominated performance in `Pride & Prejudice,’” said Chanel artistic director Jacques Helleu.

“Her elegance, beauty and modernity parallel some of the brand’s other previous famous faces, including Catherine Deneuve and Nicole Kidman,” he added. (Kidman is the face of Chanel No. 5 fragrance.)

“I’m really proud to have been asked to work with such an iconic house as Chanel, and thrilled to follow the extraordinary women who have been associated with it before,” Knightley said in a statement. “Chanel’s Coco is the first fragrance I’ve ever worn.”

A Chanel spokesman told the press:” We think Keira is perfect because she is always incredibly alluring and seductive.”

“She would not look out of place in the Forties or Fifties, and that is why she was chosen- to show a timeless chic that will never fade.”

Knightley’s contract with the French fashion house is reportedly worth $1 million.