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Angelina Jolie No Longer the Face of St. John

01/08/2010 at 02:04 PM ET

Gilbert Flores/CelebrityPhoto

While Angelina Jolie hasn’t appeared in an ad for St. John for some time, the luxury knitwear company is speaking out on the absence of her famous face from their campaign. The label’s chief executive officer Glenn McMahon tells WWD, “[Jolie] overshadowed the brand. We wanted to make a clean break from actresses and steer away from blondes and cleanse the palette.” So while other luxury brands have hired the likes of Madonna, Emma Watson, Eva Mendes and others to star in their upcoming spring/summer 2010 campaigns, St. John turned to red-headed model Karen Elson, a decision McMahon sees as a step in the right direction for the brand. “We needed to show a modern point of view of St. John,” he says. “We have evolved.” And according to the label’s website, executive vice president of design for St. John, George Sharp, who also directed the new ads, views Karen as the “epitome of the modern day woman…the St. John woman… strong, confident, sensual and approachable with effortless glamour.” Tell us: What do you think of St. John’s decision to drop Angelina Jolie from their ad campaign? – Andrea DeSimone

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Showing 66 comments

admirer on

St. John’s clothes are a bore. Angelina Jolie made their clothes look fantastic. It’s unfortunate and a publicity stunt to announce dropping her since she has not modeled in a long time.

Tara on

Checked out the St. John website. That new model is scary! Last I checked most women aren’t six feet tall and 90 lbs soaking wet either. Huge mistake!

Alllie on

Really, who cares. The new ad is great and the model is BEAUTIFUL!

Italia on

“Angelina overshadowed the brand…” Well of course she did. Angelina is SMOKING! I can understand why they would say that, however, I see it both ways. Of course, she’s Angelina, but she also brought quiet glamour to the brand. I paid attention to the St. John’s campaign when she modeled their clothing. Since she hasn’t doen the spread, i haven’t paid much attention although I own several pieces of the St. John knit brand. I have a wonderful pale, yellow and white knit suit, I wore to my interview for the Federal Government, I paired with a sheer navy blue and white top from Brooks Brothers-Women’s line…and I got the job. I was SMOKING in that suit I must say myself! And when deciding what to wear on that interview, I took a page out of Angelina’s book. However, I think that it keeps teh brand fresh to use new talent so I don’t feel bad about them moving to a new model. But I do think the choice of Angelina Jolie was spot on. I loved the campaign, it was fantastic! The black and white ads were very “MadMen” I loved it! I am an Angelina Jolie fan big time.

Hallee on

Highly over-rated (Angelina) that is.

Linda on

I can understand why they would say the persona of AJ would overshadow the clothing – but I am not sure that I agree with the direction that they took. Checked out their website and well the ghost white anorexic scary looking model with hair between carrot and burgundy is not doing their clothes any favors. It may be more haute coture of a look but it was a real turn off for me. Hard to see past the model to see the clothes because she is so out of the normal range.

II think the clothes look lovely but total turn off from the ads!

Tavia on

Well, I can see how she would have overshadowed the brand, but on the other hand, isn’t advertising there to raise awareness of a product? I had never heard of St. John, or at least had never paused in flipping the pages to look at a St. John ad, before she was in them.

fem on

Angelina Jolie is the only female actress in Hollywood who can take on a role originally intended for a man. She doesn’t care for St John

SeiuC on

I agree with those readers … Jennifer Aniston would be the better spokesperson for boring old St. Johns.

st.who? on

maybe I would know who/what St. John is if they would have kept Angelina Jolie as their spokesperson.

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