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

jenfraud on

Angelina doesn’t have to model for clothing lines. It was St. John’s honor to have her agree modeling for their very boring clothes. Although I have enjoyed their catalogs for the first time because of Angelina’s beauty. Good riddance OF ST. JOHN. Now go back to hiring no-name no-character everyday models.

Nancy Carson on

She needs to be dropped from everything. I do not like her and never have. She may be beautiful but there are a lot of movie stars just as beautiful and they are not “over-doing” it as she is. She was nothing before she started being an “ambassador”.

Dantea on

She is going to overshadow anything commercial that she does. Angie is meant for bigger and better things than consumerism.

Mom Of Twins on

Dumb move.

Mom Of Twins on

St. WHO?

jeanne on

St.John are getting the attention they wanted because the news is the all over Internet.

cindy on

i heard angelina wouldn’t renew. St. John is in financial trouble. So they’re probably happy. They’re a has been brand, only old people wear it.

c stone on

St John Knits are classy and women with tatoos I am sorry to say are not classy

Stella on

Huge mistake…Angelina is an US ambassador who does fantastic charitable work. St. John underutilized her and now they want to blame her as not being modern! If SJ had been smarter they would have dressed AJ in SJ for all United Nations events etc. Who cares about Karen Elson…they should have used someone like Cloris Leachman….she’s more like their customer.

Anonymous on

credit PT re St. John —–

Angie DID overshadow “the brand.” She also made them a buttload of money and saved their asses from bankruptcy. They went from running in the red the year before he adds started running to being back in the black with over $400 million in annual sales. All the while Angie’s ads were plastered all over the world – from billboards to magazines. Funny how the company’s prez forgot to mention that little item. Plus, they promised Angie they’d create a children’s charity with her, but never made good on their promise. The final year of her contract they made a large donation to the Jolie-Pitt Foundation instead. Yet another little item the prez forgot to mention.

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