Myer's Chief Customer Officer Geoff Ikin noted that Keddie had a "timeless beauty" and a "genuine warmth of character".
Speaking to The Daily Telegraph, Ikin added, "Recognisable faces are important in the marketing world. The people we choose are carefully selected so they are what we want to be about."
On top her of her surprising new role, Keddie became an official campaign ambassador for Georg Jensen in support of the Ovarian Cancer Research Foundation (OCRF) and helped host a panel in support of cancer research alongside InStyle Australia.
“I’m really pleased that I can partner with Georg Jensen and add my voice to this incredibly important initiative that supports ovarian cancer research,” says Keddie. “I wasn’t aware of just how frightening not only the statistics are with this cancer but the fact that there is no early screening test. What keeps coming back to me is that one woman dies every eight hours. It’s so vital that there’s an early detection test.”
Iconic Danish jeweller Georg Jensen has been a long-time supporter of the OCRF; this year it launches the limited-edition Mercy Heart pendant, a delicate design that will help fund crucial research. “The Mercy pendant is exquisite,” says Keddie, who wore the delicate piece of jewellery on InStyle's August issue. “And it reflects the compassion we need to invest in this worthy cause.”