Alexa Chung to replace Moss at Rimmel?

T4 presenter Alexa Chung has been lined up to replace Kate Moss as the face of Rimmel, say reports.

The make-up company wants to replace the veteran supermodel with a younger female star, according to The Mirror.

Chung and St Trinian's actress Gemma Arterton are apparently favourites to land the deal.

"There have been rumblings for some time about Kate being replaced by a younger model," said a source. "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."

Moss has fronted Rimmel's advertising campaigns since 2001. However, she was recently replaced by Agyness Deyn at Agent Provocateur.

A Rimmel spokesperson said: "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."