JANUARY 2010
St. John Launches New Spring 2010 Advertising Campaign
IRVINE, CA January 2010 – Global luxury apparel label St. John launches new Spring 2010 print advertising campaign staring British model Karen Elson shot by photographer Greg Kadel.
St. John Executive Vice President of Design, George Sharp, took inspiration from the modern St. John woman, simultaneously contemporary and classic. Using primarily black and white clothing and shot in a studio backdrop, Greg Kadel succeeds in capturing Elson as the sophisticated and ever evolving St. John woman. The campaign will launch in the February issues of Vanity Fair, Vogue, and Harper’s Bazaar and run through April.
"We needed to show a modern point of view of St. John,” said Chief Executive Officer Glenn McMahon adding "We are evolving the brand”.
The fresh, uncluttered aesthetic is a continuation of St. John’s repositioning in the designer category beyond ready to wear and aims to resonate with the modern, elegant, and international woman. With its homage to St. John Knitwear combined with the modern feel of strictly black and white clothing, the Karen Elson campaign sends a strong message that St. John is a classic brand which continues to evolve and inspire in the current global marketplace.