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

Carla on

Never heard of St John, but I’ve certainly heard of Angie!

Pea on

I don’t like their clothes.Love you,beautiful Angelina.

skalambakal on

Who cares? Angelina already helped them a lot. Angelina is so stunning as ever!!!!

Ann on

St. John is a credible label, I like their clothing and Angelina just isn’t a “classic” person for their campaign. They needed to go in a different direction. I would have preferred their going in the other direction and hiring someone over 35 or 40, such as a well-known model, maybe the likes of Paulina Porizkova or Christie Brinkley or Vendela. There are women out there over 35 and 40, St. John!!

Sue on

What is St. John?

tally on

Sounds like they’ve spent some time trying to negotiate a new contract — she hasn’t appeared in an ad in a while, but they only now are naming a replacement — and that she was asking for too much money. That makes more sense than that she’s too famous. (And I think it’s past time to return to nonpolitical models instead of celebrities with different political points of view that do reflect on companies too. Not that I’m against anything about Jolie in particular, I’m speaking generally.)

Sarah on

Angelina Jolie is too pretty……… She hardly needs anything to enhance her looks :) I have never cared about their clothing but it takes balls to admit that the chick is just plum to beautiful to be seen in them ! Big compliment if you ask me. *YAWN* on the clothes I’ve seen thus far…… I will look again, but only @ the clothes they put on Angelina in the past *snickering*

A. on

I but St.John’s, I don’t buy Angelina Jolie!

tammy on

I definately agree with many pple above that Angie was too good for their campaign and if they asked me who the strong, confident, not blonde,sensual and more approchable with effortless glamour woman was that just defines Angelina Jolie for me she all those things they mentioned. Its definately not that red haired scary looking woman. I can understand the fact that Angie overshadowed their brand coz me too I am one of the people that would just look at her and not the clothes over and over. The pictures were too beautiful. But anyways its business and they have to do what they have to do to survive so good luck to St Johns.

Lois on

Good for St. John. What’s so great about Angelina Jolie. I’m sick of looking at her and reading about her.

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