Australian model and television personality Kris Smith has confirmed that his nearly two-decade partnership with Myer has come to an end, closing an important chapter in one of Australia's most recognisable retail ambassador relationships.

Smith shared the news with fans through social media, reflecting on the experiences and memories he accumulated during his 18 years representing the iconic department store.

"The fun I've had, the places I've visited and the people I've met will live with me forever," Smith wrote.

"Thank you for trusting in me to represent your brand. It's been unreal."

The British-born model first became associated with Myer in 2009 during his high-profile relationship with Australian entertainer Dannii Minogue. Over the years, he became one of the retailer's most recognisable faces, appearing in major fashion campaigns, seasonal catalogues and high-profile events such as the Melbourne Cup Carnival.

During his time with the brand, Smith worked alongside several prominent Australian personalities, including former Myer ambassadors Jennifer Hawkins, Jessica Hart and Rachael Finch. His approachable personality and relatable image helped him build a strong connection with Australian audiences.

Myer confirmed the decision to move away from traditional long-term ambassador arrangements as part of a broader shift in its marketing strategy.

"Kris has been a key part of the Myer story for many years, and we're proud of everything we've built together," a company spokesperson said.

"As we enter a new chapter, we've evolved our approach to talent, moving away from traditional ambassadors to work with a broader range of Australian talent across individual campaigns."

Smith's career has extended well beyond modelling. Since relocating to Australia, he has worked extensively in television and entertainment, becoming a familiar face through presenting roles and reality television appearances. Despite stepping back from runway modelling in recent years, he remained closely linked to Myer's branding and public image.

Throughout his partnership with the retailer, Smith often spoke about promoting healthy and realistic standards within the fashion industry, earning praise for encouraging authenticity and balance.

The announcement marks the end of one of Australia's longest-running ambassador partnerships in the retail sector. Industry observers believe Myer's decision reflects changing trends in advertising, with brands increasingly choosing to collaborate with a wider variety of influencers, creators and personalities on shorter campaign cycles.

While his relationship with Myer has concluded, Smith's message suggested there are no hard feelings, instead expressing gratitude for the opportunities and friendships formed during nearly two decades with the company.

For many Australians, Kris Smith's association with Myer became a familiar part of the nation's fashion landscape. As both parties move into new chapters, the end of the partnership signals a significant moment in Australian retail and celebrity culture.