A DIFFERENT LOOK: 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.”
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. McMahon said the print media buy is up slightly and he is in talks about digital outreach, spending on which he predicts will be up 15 percent.
(WWD)
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St. John Chooses New Look
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