As a result of her rapid rise to fame, Knightley has been the focus of significant media attention. She has been described by press reports as "famously open with media," although Knightley herself has stated "I don't talk about my private life."

She was ranked #79 by FHM in the magazine's UK Edition 2004 100 Sexiest Women in the World list, #18 in 2005, and was named "the sexiest woman in the world in 2006". The U.S. Edition ranked her #54 in 2004, #11 in 2005, and #5 in 2006. Knightley appeared nude along with Scarlett Johansson, on the cover of Vanity Fair magazine's March 2006 'Hollywood' issue. In May 2006, Knightley was #9 on Maxim's 2006 Hot 100. She was also named 'the number one beauty icon of 2007' by a poll of 2,500 people conducted by UK high street chain Superdrug.

Knightley was the celebrity face for the luxury goods brand Asprey, as well as Lux haircare products in Japanese television commercials. In April 2006, she was confirmed as the new celebrity face