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

Showing 66 comments

annie on

Angelina is hot, St. John is yawn. Yeah, I only looked at her beautiful face and not the clothes in the ads so they’re probably right to get someone who doesn’t overshadow the outfits.

Ashley on

I’m not sure if this was the wrong move for St. John, but I’m not very fond of it. I felt that Angelina Jolie did a beautiful job of representing them. The ads were so clean-cut and made you really want to look as good as she did. I don’t feel like she overshadowed the company, although it is a valid concern; rather, i felt that she enhanced its quality and widened its audience range. Perhaps it was a good decision business-wise, but, on the other hand, the company may have lost a handful of admirers.

lola on

I’m very Pleased that, she was, dropped!

people = the new tabloid on

People magazine you know this is OLD news. I’m surprised PEOPLE magazine has news about real stars. WE NEED MORE NEWS ON JON GOSSELIN, PEOPLE MAG! ~rolling my eyes~

mari on

i think that St. John’s was correct in that Angie is too famous for their ads. I loved looking at her in the catalog. She made the clothes, not the other way around. I only looked at the clothes after I finished admiring her beautiful face. Some of the clothes were OK but not great. A little stuffy yet elegant. More like clothes for Queen Elizabeth and not a sexy icon like Angie. It’s St. John’s loss if you ask me!!!

lola on

I’m very Pleased that, she was, dropped! They should try getting Jennifer Aniston to wear it.

pinkcashmere on

I guess St John knew they wouldn’t get enough press without AJ so that had to drag her into their press release. She stopped being their spokesperson for almost 2 yrs. Since mid 2008 they have used have used another model who wasnt a celeb. They made an announce in 2008 that they had parted ways but Glenn M being moron had to take digs at AJ even though she helped the brand $ wise

~~&~~ on

Angie wasn’t modeling for them in years

oath on


Sup on

Huge mistike to let her go.

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