Thousands have paid tribute to the former face of Akubra Hats, "Dolly" Amy Jayne Everett, who took her own life at just 14 after being bullied.
Her father Tick Everett used Facebook to describe his grief, saying his beloved daughter felt she had no other option to "escape the evil in this world".
Akubra Hats has also posted a moving tribute, which has been shared more than 11,000 times, honouring the girl who was the face of their past Christmas advertisements.
"This is not an easy post to write. We were shocked and distressed to hear of the passing of "Dolly" - the young girl many of you will recognise as the face of our past Christmas adverts," the Akubra Hats post read.
"This beautiful photo was taken 8 years ago. Dolly chose to end her life last week due to bullying. She was not even 15 years old.
"Bullying of any type is unacceptable," the post added.
"It is up to us to stand up when we see any kind of bullying behaviour. Dolly could be anyone's daughter, sister, friend. We need to make sure that anyone in crisis knows there is always someone to talk to. Be a friend, check up on your mates."
Readers seeking support and information about suicide prevention can contact Lifeline on 13 11 14 or Suicide Call Back Service on 1300 659 467.