'Harry Potter' actress Emma Watson has been replaced as the face of Burberry by model. The British actress has appeared in campaigns for the British fashion house since 2009, but now model Rosie Huntington-Whiteley will replace Watson for the label's autumn and winter collections ads.

The move was seen as a surprise as Burberry's sales increased throughout Watson's endorsement.

The brand's creative director Christopher Bailey has previously spoken of his admiration for Emma.

'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'

Baily once said Watson was the 'perfect' person to advertise the fashion house's latest campaigns.

Last week, Emma posted a photo on her Facebook page showing her new pixie haircut. This was how Watson inaugurated her new Facebook fan page with a farewell note to the long locks she had donned since she played the brilliant witch Hermione Granger for eight films of the franchise Harry Potter. The two-part adaptation of "harry Potter and the Deathly Hallows" are finally in the can.