She's already in prime position to seize Kate Moss' style icon crown, but will Alexa Chung nab something even more lucrative? The Daily Mirror published a report last week stating that cosmetic company Rimmel London, who has used Moss as its face since 2001, is looking for a replacement, with Chung as first choice. New Bond girl Gemma Arterton is also being considered, it was reported, while other candidates Agyness Deyn, Daisy Lowe and Lily Cole were relegated to the pile of rejects. According the newspaper, a source was reported as saying that, "Lots of girls admire Alexa's rock-chic style and the fact she knows her music. She's very much in the driving seat." Another factor to consider is the fact that Kate, who is 34, has 10 years on Alexa and that Rimmel London is traditionally a youth-orientated brand. A rep for the company responded, saying, "Rimmel London has no plans to replace Kate. We are very happy with the collaboration." Danielle Radojcin

Picture: Alexa Chung

Read Alexa Chung's fashion face-off with Agyness Deyn on handbag.com