An insider at the fashion house told me that celebrity snapper Mario Testino – described as the company's advertising visionary – is fed up with the hype surrounding the elfin model who aimed to topple Kate Moss as the queen of British fashion.
Asked why Agy had been dropped less than a year after pinching the role from her rival, the checked-cap mole told me: 'She was just a flash in the pan. Last year she was quirky but now she is challenging Moss in the fame stake
s by positioning herself everywhere. That kind of popularity just hasn't sat well with Mario, who is looking for something different'.Deyn, real name Laura Hollins, has long played the fame game.
She is a regular on the celebrity circuit and has made several high-profile showbiz appearances, including presenting a prize at the NME music awards and collecting the model of the year gong at the Elle style awards. She has also just made a pop music video.
But the 26-year-old's attempts to eclipse Moss in the popularity stakes seem to have backfired – as well as losing the Burberry contract she also failed to make a list of the top ten richest models, in which Moss came third. To make matters worse, it seems Testino is not just looking for a new face – he wants a younger one, too.
The snapper – famed for his photos of Princess Diana – is thought to want to replace Deyn with 21-year-old Rosie Huntington-Whiteley.
The Devon beauty, a D&G underwear model, has reportedly already been booked to front Burberry's autumn campaign.
Asked why Agy had been dropped less than a year after pinching the role from her rival, the checked-cap mole told me: 'She was just a flash in the pan. Last year she was quirky but now she is challenging Moss in the fame stakes by positioning herself everywhere. That kind of popularity just hasn't sat well with Mario, who is looking for something different'.
Pictured, Rosie at dinner hosted by Jefferson Hack in New York this month.
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