Myer turns attention on Elyse Knowles as Jennifer Hawkins signs with lucrative advertisers
MYER has turned the page on its million-dollar-model with Jennifer Hawkins already usurped by her younger replacement in the 2018 Spring Fashion catalogue despite being contracted to the retailer until the end of the year.
Confidential
Don't miss out on the headlines from Confidential. Followed categories will be added to My News.
MYER has turned the page on its million-dollar-model with Jennifer Hawkins already usurped by her younger replacement in the 2018 Spring Fashion catalogue despite being contracted to the retailer until the end of the year.
The 34-year-old former Miss Universe has been dropped by the retailer for Elyse Knowles, 25, after Hawkins haggled herself out of the job, with the 2017 The Block winner signing on for about $300,000 plus — barely a third of Hawkins’ $1 million-plus pay packet.
It has been a lucrative gig for Hawkins, who has banked about $15 million over the 12 years of her Myer role.
A source close to Hawkins said: “Myer just doesn’t have the money any more, which suited Jen because she is going down the lifestyle path and steering away from fashion.”
But one industry commentator noted that Hawkins’ relationship with Myer had helped secure her many lucrative advertising deals with the likes of Range Rover and Mount Franklin water. She has also been able to accumulate an extensive property portfolio because of the relationship.
“It is a bold move for Jen,” the insider said. “There’s no doubt at all she wouldn’t be where she is now without the brand.”
Kris Smith too appears to be on the outer, also not appearing in the campaign, with retired AFL great Josh Gibson stepping in to the fold.
MORE
Pink’s triumphant return after gastro virus
Shocked Jackie O speaks out over diet backlash
The celebrities who have gone vegan
Myer yesterday confirmed Hawkins was contracted to the retailer until the end of the year with an update to be made on her contract “in the coming weeks”.
“Jennifer has a busy period coming up with Myer to launch the Spring 2018 season and will take part in our Runway Series instore parades starting in Myer Sydney City on Thursday 23 August,” a statement read.
“Jennifer will also be actively involved in our spring racing carnival campaign and Myer Fashions on the Field hosted across the Melbourne Cup Carnival.”
The Jen jettison follows David Jones sidelining its ambassador Jessica Gomes by flying in New York-based Czech model Karolina Kurkova for its fashion launch.