Michael Hill has officially debuted its new rebrand and announced Miranda Kerr as its first brand ambassador.

As reported by Mi3 last week, Michael Hill has been on a two-year brand transformation journey that has culminated in the launch of a new brand design, brandmark and ambassador from today.

Miranda Kerr, also the Founder and CEO of leading certified organic skincare brand, KORA Organics, aligns with Michael Hill's ambitious sustainability targets. The company said: "We are dedicated to sustainability and responsibility, with ambitious sustainability targets that we are striving towards. This aligns so beautifully with the sustainable practices that are integral to Miranda's own business."

Michael Hill Chief Marketing Officer Jo Feeney, described Kerr as an embodiment of the new brand director. As part of the agreement, Kerr will be featured in Michael Hill’s new advertising campaign, ongoing promotional activities, brand events, social media campaigns, and more.

The company said, "Miranda is the true embodiment of the Michael Hill brand. An international icon, she shares our antipodean roots, which remains a key and treasured part of her identity. Miranda is the epitome of timeless elegance, and shares our core values."

The partnership with Kerr comes as she celebrates the recent birth of her fourth child, Pierre, and her 41st birthday.

“Our new branding aims to continue telling the story of our proud heritage and bring to life the vision we’ve been working towards for the past two years of building a premium, aspirational brand that moves with the times and shifts perceptions," Feeney said. “Each element of our rebrand has been carefully considered to align with our history and DNA as a brand, and to allow us to continue evolving. Our commitment to quality, craft and creativity is just as strong today as it was when we first began in 1979.

“We are thrilled to have Miranda as our global brand ambassador, the perfect embodiment of our new brand direction.”

Michael Hill’s Chief Executive Officer, Daniel Bracken, echoed this sentiment, saying Kerr’s appointment was a critical element in the long-term brand strategy.

“Miranda not only embodies our brand values, but she’s close to our antipodean roots and is the epitome of timeless elegance and sophistication," he added. “Michael Hill has the ambition to be one of the most sustainable jewellery brands in the world and this aligns perfectly with the sustainable business practices that Miranda follows”.