Angelina Jolie Replaced Because She ‘Overshadowed’ St. John Brand

January 8th, 2010 // 2 Comments

Mmm. Normally clothing labels like having such an A-lister like Angelina Jolie as the face of their clothing line. St. John is not one of them. “[Jolie] overshadowed the brand,” said St. John chief executive officer Glenn McMahon. “We wanted to make a clean break from actresses and steer away from blondes and cleanse the palette.”

She’s being replaced by redhead Karen Elston. Her campaign 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.”

Yeah, and guess who will never be wearing St. John out in public anymore. Although she’s still a fan of the St. John hospital.

By Miu von Furstenberg

  1. Twinkle

    She probably did overshadow the brand especially considering that St. John’s customer base is a southern belle, over 50, politically conservative and they probably didn’t identify with Angelina. HOWEVER, these are beautiful pictures. They were shot by Mario Testino, I believe. She looks amazing: lovely, ethereal, sensual, sexy, ladylike at the same time. Who else can exude palatable sex appeal wearing prim and proper lady-who-lunches knit suits? The photos are also a bit sad in my opinion because they highlight how fleeting beauty is. She may never look at lovely again for certainly if you look at her papparazzi photos, yes she’s still stunning but she’s human thus, the little lines and the exhausting of raising 6 kids are creeping into her magnificent face. *sigh*

  2. Andrew

    I find this sort of news out of place on behalf of St. John chief executive officer Glenn McMahon. Her contract finished in 2008. It was a low shot to bring their backside up. They just want pubblicity using Angelina’s name. Angelina has a model body and a beautiful face. I doubt any other model will do better than her for St. John.

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