St. John Brand “got rid” of Angelina Jolie
Apparently, we will no longer see glamorous advertising shoots of the famous actress Angelina Jolie for the St. John brand.
The management of the brand has officially stated that Jolie is “free” from all her responsibilities and that they do not intend to renew her contract, as the popularity of the stars hurts the brand.
“Jolie has just eclipsed our brand – said the company CEO Glenn McMahon. – Now we want to start everything from the very beginning “- to get rid of all the celebrities and actresses, and hire professional models.
Such a sharp change in the brand policy has led to an unexpected replacement of Jolie with the famous red-haired model Karen Elson – St.John, Karen has already taken part in the photo shoot of Greg Keydel for the spring / summer advertising campaign.
“We had to finally show a more modern face of St. John, – said McMahon. – After all, we are still developing.
A dramatic history of the relations between the brand and the star began very simply.
In 2005, Angelina Jolie has signed a three-year contract with the St. John brand, known for its conservative suits, knitted clothes and cheap-looking fake pearls.
Becoming the “face” of the brand, Angelina Jolie, as rumored, has received $ 12 million which she spent on a children charity.
The campaigns of St. John’s collections were shot by the famous fashion photographer Mario Testino in black and
white, and Angelina looked as a beautiful English lady.
In 2007-2008, when the contract with the brand came to an end, the actress stopped to appear everywhere in cloth from St. John. They said that the star was not going to renew the contract – either by her own choice or because the ads with Jolie had not increased the sales.
However, as it turned out, the problem was that Angelina Jolie “overshadowed” the brand with her popularity.
New promotional photo shoot of St. John with Karen Elson will appear in the February magazines of Vanity Fair, Harper’s Bazaar and Vogue. A few words of the new “face” of the brand: Karen is 30 years old, she is married with a rock musician Jack White from the “White Stripes” band and has two children.
“We have made a long way with Angelina Jolie – and it was a wonderful time – summed up McMahon. – Three years – a long time for any advertising campaign, and we just felt that we should change the approach and try something new. “
