Angelina Jolie does not represent St. John brand any more because her image is too strong for them.
The actress, who is considered one of the world’s most beautiful women, was dropped as the face of the brand and replaced by Karen Elson. It was said Jolie ‘overshadowed’ the brand.
The label’s chief executive officer Glenn McMahon told WWD:
Angelina overshadowed the brand. We wanted to make a clean break from actresses and steer away from blondes and cleanse the palette.”
No more blondes or actresses but red-heads and models – welcome! Red-headed model Karen Elson was invited to represent the Spring/Summer 2010 range.
We needed to show a modern point of view of St. John. We have evolved.”
And Karen was named the “epitome” of St. John.
Karen is the epitome of the modern day woman…the St. John woman… strong, confident, sensual and approachable with effortless glamour.”