Submitted by Kas Report on Fri, 01/08/2010 - 17:39
Angelina Jolie has been the face of St. John's clothing line for the past few years, a deal that was originally reported to have been worth about $12million for Angelina. Its been a couple of months now that Angelina hasn’t appeared in an ad for St. John now we know why via a quote WWD received from St. John's chief executive officer Glenn McMahon
“[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.”
meh…Angelina is a much bigger brand than St. Johns is I wasn't sure why they (St. Johns) chose Angie as their face because she would definitely overshadow their clothes and the brand well its almost 3 years later, seems St. Johns finally has accepted that truth. I guess the original logic for them might have been that Angelina had a huge following and hence would sell their clothes and women would aspire to be her and look like her, however, the kind of styling, fabric and colors that are St. John's seems to be for an older (45+) sophisticated lady who most probably didn't believe Angie as the face of St. Johns because her status is simply unattainable for most women however sophisticated or rich they may be. Michelle Obama would make a better face for St. John than Angelina given their target market.
Click below to see more Angie St. John photos as well as the new face of St. Johns
model Karen Elson the new face of St. John's
thoughts? Will a model perform better than Angelina did for St. John? is it too late?
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