Knightley role for Keira

It seems only yesterday that we saw her mudstained in football boots, but now the transformation of Keira Knightley is complete.

The tomboy star of Bend It Like Beckham has emerged as the glamorous new face of one of the world's most exclusive brands.

Asprey announced today that the 18-year-old from Teddington is being brought in to relaunch it as a lifestyle brand this autumn, marketing shoes and pens as well as necklaces and earrings. Knightley, who made poverty appealing in the Julie Christie role of Lara in the TV remake of Doctor Zhivago, was every schoolboy's dream as football mad tomboy Juliette in the Beckham film.

She will be a crucial part of the a major expansion by Asprey which will see 10 stores opening in major capitals of the world over the next five years. The collection will be unveiled at Asprey's Lord Fosterrenovated store in New Bond Street later this year.

Joseph Fiennes and a battery of models and socialites will also feature in the huge advertising campaign led by Knightley.

The products being plugged will include china and fashion accessories as well as the silverware and jewellery normally associated with the Asprey name.

Today Knightley said: "It is such an incredible time for the brand in the run-up to its relaunch."

At present she is winning plaudits as Elizabeth Swann, the governor's daughter in the film Pirates Of The Caribbean.

She is on the brink of signing for a role that will see her break into the Hollywood superleague as Steven Spielberg tries to get her to to take on a "substantial" part in the fourth and final Jurassic Park blockbuster.

Knightley has also signed up with Spielberg's company Dreamworks for Tulip Fever alongside Jude Law.