X Factor judge Cheryl Cole is reportedly at the centre of a fashion bidding war.

The Mirror reports that Italian designer Roberto Cavalli has offered the singer a £1.3 million contract to be the face of his next autumn-winter collection. However two other major labels are said to be offering similar sums to Cheryl if she fronts their collections.

Advertising expert Claire Beale told the newspaper: “Cheryl is a great brand icon. She is the Victoria Beckham for a new generation of women – but perhaps cooler and more streetwise than Posh.

“Her fashion credentials aren’t yet up to Victoria’s, and she’s still a little more high street than couture. But she combines beauty, poise and elegance with warmth and a big personality.”

Beale, the editor of advertising magazine Campaign, added: “Cheryl is a fantastic example of an ordinary girl made good. Hers is a real fairytale story but she’s still down-to-earth enough to be immensely popular with a broad range of women. No wonder she’s in such demand.”