After all those talks that the label wanted to stay away from successful actresses and blondes St. John hires Kate Winslet… Isn’t that a bit surprising? Maybe it wasn’t that wise to terminate the contract with Angelina Jolie despite the fact she ‘overshadowed’ the brand?
A couple of seasons ago we have seen the replacement of Angelina Jolie by redhead model Karen Elson at St.John. The brand explained that Jolie was too famous to promote the product properly. Label’s chief executive, Glenn McMahon, told WWD:
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 was obviously short-lived. Kate Winslet is just the person they would avoid choosing to represent the brand if they stuck to the idea. Anyway, the photoshoot for Fall/ Winter 2011/ 2012 campaign was already done. The images will be released in magazines from next season.
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