David Jones officially announced the appointment yesterday, saying the 23-year-old Victoria's Secret model will replace Gale as the face of David Jones.
The New York-based model will replace Gale on the catwalk at the bi-annual season collection launches in February and August and will be the face of the David Jones catalogues and advertising campaigns. Gale will continue in a much smaller role as a brand ambassador.
The news came as little surprise to most fashion watchers. Word is, the ink had well and truly dried on the deal long before Gale made her final appearance on the catwalk for the department store in February. It may have been signed as early as December last year.
In a written statement yesterday, David Jones' group general manager apparel, cosmetics, footwear and accessories, Colette Garnsey, said: ''Miranda will be a wonderful role model and fashion ambassador to represent David Jones' unparalleled range of women's fashion. We have no doubt our customers will respond extremely well to her warm and engaging nature."
"Miranda embodies so many wholesome Australian attributes. She has a natural beauty, a great sense of humour, a down to earth attitude and a love for Australia all of which set her apart."
Earlier this year, before Kerr's appointment was confirmed, Myer's marketing and creative director, Paul Bonnici, said Kerr - who will go head-to-head with Myer's glamour girl, Jennifer Hawkins - would be an "interesting" one.
'"I think Jennifer is probably a lot more well-known than Miranda. And Miranda has also been an ambassador for Portmans, so it will be interesting," he said at the time.
Kerr's contract with Portmans finished earlier this year and she appeared in David Jones' most recent winter catalogue, alongside Gale.
It is understood, David Jones held off on making the official announcement until Gale had well and truly departed, out of respect for Gale who was the store's fashion face for seven years.
I believe Kerr's appointment is a great coup for David Jones. Fnding a replacement for the popular Gale, who also came with a sophisticated, glamorous and squeaky clean image wouldn't have been an easy one. But I have no doubt Kerr will have no trouble filling her big shoes. And in terms of fashion cred and style, she leaves Hawkins for dead.
It will be interesting, however, to see whether Kerr can maintain the ''squeaky clean'' image necessary for such a role. With a growing profile, in part because of her relationship with Hollywood hunk, Orlando Bloom, not to mention her rising star overseas (she currently appears on the cover of UK's Harpers Bazaar) Kerr will increasingly become the focus of much media attention.
For me, the appointment is an exciting one. What do you think? Is Kerr a good replacement for Megan Gale? And will she give Jennifer Hawkins a run for her money in the style stakes?
Rachel Wells