Emma Watson has been replaced as the face of Burberry.

The 'Harry Potter' actress has appeared in campaigns for the British fashion house since last year, but now model Rosie Huntington-Whiteley will front adverts for the label's autumn and winter collections.

The decision to drop Emma, 20, has come as surprise to many as Burberry's sales were boosted throughout Emma's stint.

A source said: "Emma was a huge success. Everyone expected her to be used again."

However, Burberry bosses haven't ruled out using Emma again in the future and insist she is still part of their plans.

The brand's creative director Christopher Bailey has previously spoken of his admiration for Emma, saying she was the "perfect" person to advertise the fashion house's latest campaigns.

He said: "I love people like Emma Watson, who are always so excited by life. Our friendship is an organic thing. We had done a few things together and she regularly wore our clothes to events, so for me she was already a part of the Burberry family.

"Having her as the face of a campaign felt a natural extension of that. She has a classic beauty and modernity that felt a perfect fit for the brand, and she looks amazing in all of the clothes. But more than that, she's also charming and intelligent, and we had a lot of fun working together."