After her TV ad for Lancôme, the wonderful British actress Kate Winslet was chosen as the new ambassador of St. John, a luxury American knitwear company. No doubt the reason of this choice is the extraordinary beauty of Kate, which really managed to bewitch everybody, including St. John’s team. Kate will feature in the brand’s fall 2011 campaign, thus joining the list of such popular celebrities as Gisele Bundchen, Karen Elson, Kelly Gray and Angeline Jolie, all of which have already had the chance to model of the popular brand.
George Sharp, who is the creative director of St. John, stated: “Kate is an ideal choice for our new campaign. She is an accomplished, beautiful woman with an extraordinary body of work, and one of the most admired actors of her generation.”
Last year it was Karen Elson, who followed Angelina Jolie and presented the brand. On their decision, the brand’s chief executive, Glenn McMahon explained that Angelina was too famous to continue promoting the product and told WWD that, “We wanted to make a clean break from actresses and steer away from blondes and cleanse the palette. We needed to show a modern point of view of St. John. We have evolved.”
However, the idea appeared to be not the right one, and the brand finally selected Kate Winslet. The advertising campaign was shot in New Jersey at the historic Loew’s Theater by the photographer Craig McDean. The images will appear in the magazines in September.
St. John is a famous brand in the world for their unique knits. The brand was founded still in 1962 by Robert and Marie Gray.
The Fall 2011 St. John collection is a great interpretation of modern and elegant elements, proper for various events. The collection consists of satin blouses, sweaters, cashmere coats, wide leg pants, satin gowns and knit dresses. For the first time, St. John will have its presentation at the beginning of New York Fashion Week.
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