St. John, is that brand of women’s clothing that for years used Kelly Gray, the daughter of the company’s owners (nepotism much?) in their advertising. One day, they finally realized that Kelly was a total yikes for the brand, so they hired Angelina Jolie in an effort to reposition the brand…which worked-ish. Now, the big news is that St. John has bagged Angelina Jolie and replaced her with Karen Elson. See below. “We wanted to make a clean break from actresses and steer away from blonds and cleanse the palette,” said CEO Glenn McMahon. So I guess Karen Elson, iconic redhead, is the sherbet of models. At the end of the day…do you own a St. John anything? My sister Rita from New Jersey does. But that’s because this particular jacket has a bit of a boucle, Chanel-ish vibe-ish.
So, Glenn thinks that “Angelina Jolie overshadowed the brand.” Whatever. I guess under-shadowing the brand was good for all those years with Kelly and after only one year with Angelina …palette cleansing galore. Frankly, Angelina was St. John’s only hope of cleansing the palette from the decade of Kelly Gray ads.