DEPARTMENT store David Jones has dropped Jesinta Franklin as its key ambassador and will replace her with Australian Victoria's Secret model Victoria Lee.
"After two great years of working together, David Jones and Jesinta Franklin will not be renewing their contract in the new year," David Jones said in a statement to news.com.au.
"While David Jones will be taking another direction, we are extremely grateful for Jesinta's dedication and hard work. It has been a wonderful journey and David Jones sincerely wishes Jesinta the best for the future.
"David Jones is committed to its ambassador strategy and looks forward to the debut of its newest ambassador Victoria Lee, at the AW18 collections launch in February."
It is unclear if David Jones ambassador Jessica Gomes will remain on the department store's books.
Lee, 27, is from Narrandera, a small town in NSW with a population of just 3800, but has lived in New York for the past five years.
"It was in the works for a little while and I've been sworn to secrecy," Lee told The Daily Telegraph.
"When they asked I thought they were joking - especially with the lineage of ambassadors that has passed, like Miranda Kerr and Megan Gale. They are such inspirational women that I've looked up to, so to be also approached is amazing."
In November Lee made her debut for Victoria's Secret, walking in the lingerie brand's iconic runway show in Shanghai.
Being one of the 55 models cast in the show was a dream come true, Lee said.
"I didn't have a strategy other than to be myself which can be difficult when you have giant butterflies in your stomach," Lee told The Daily Telegraph in August, after she was cast.
"This means so much to me. To think of the amazing lineage of previous Victoria's Secret models, it's incredible to be included. But also a testament to what dedication, perseverance and a wonderful support network can lead to."
Franklin is yet to publicly respond to the news. News.com.au has contacted her management for comment.
The wife of Sydney Swans star Lance 'Buddy' Franklin signed on with David Jones in 2015, after being crowned Miss Universe Australia in 2010.
Earlier this year the fitness fanatic and self-confessed "chocoholic" was criticised for signing a deal with Cadbury. Some argued the partnership was at odds with her health-focused brand.
There were rumours she had been "dropped" by Cadbury after just three months, but Franklin said speculation around her departure is incorrect, and that she'd only ever signed a contract for a short 12-week period.
"I filmed an ad for them and it was a three month ad," she told news.com.au in October.
"I did a really great job for Cadbury. Sales went through the roof, and within 48 hours and they had a huge increase in sales so my job was done.
"I did a really great job for them and I'm proud of it."
The 26-year-old currently has ambassador relationships with several luxury brands, including Christian Dior, Moet & Chandon, Coach and Tiffany & Co, as well as Olay skincare.