Any mention of fashion label St. John and it would remind you of gorgeous and elegant black and white pictures of Angelina Jolie. But this is all going to change as she is being replaced by Red-headed model Karen Elson. Elson, 30, is the wife of White Stripes rocker Jack White, with whom she has two kids.
It seems like the management at St. John finally figured out that the brand was being overshadowed by Angelina Jolie.
There will be no more glamour shots of Angelina Jolie or images of a vacationing Kelly Gray for St. John going forward. “[Jolie] overshadowed the brand,” said chief executive officer Glenn McMahon. “We wanted to make a clean break from actresses and steer away from blondes and cleanse the palette.” This led to hiring model Karen Elson, who was shot by photographer Greg Kadel in a bare studio for the spring campaign. “We needed to show a modern point of view of St. John,” McMahon added. “We have evolved.”Source: www.wwd.com
The ads, directed by executive vice president of design George Sharp, will launch in the February issues of Vanity Fair, Harper’s Bazaar and Vogue.
News of Jolie’s departure as the face of St. John was first announced in June 2008. She had been with the company for three years.