St. John F/W 05.06 : Gisele Bundchen by Mario Testino
very interesting...she does not seem very "st. john" to me...from fwd:
She’s been sultry for Dolce & Gabbana, sexy for Valentino, not to mention a revealing angel for Victoria’s Secret. Now The Daily has learned that Brazilian supermodel Gisele Bundchen has scored another coup as the new face of St. John.
IMG model Bundchen replaces the 43-year old company’s creative director Kelly Gray, who has starred in the campaign for the last 22 years. The images, to appear beginning in September books, are being photographed today by Mario Testino and styled by Camilla Nickerson in the Hollywood Hills. It remains unclear as to whether Kelly Gray and St. John designer Marie Gray will stay with the company as word had it that the duo would exit this September.
According to information released, the ad’s creative direction takes inspiration not far from its company headquarters in Irvine, California. The focus is on the ease and spaciousness of native California, as seen under the bright lights of Hollywood. “California is where it begins. The wide-open spaces, the sunshine, and the infinite possibilities, Gisele is the personification of those things,” said David Lipman, of the Lipman Agency, who was brought in to provide strategic counsel in the redirection of consumer perception of the brand. “That’s what St. John is about and that is the energy that we are capturing with this new ad campaign. We are thrilled to have her on board.”
This announcement is among the first of what is sure to be a series of major moves made by chief executive officer Richard Cohen, who joined the company in the fall of 2004. Hoping to unveil a fresh look and new feel for the label, this ad campaign is the spearhead of a new corporate strategy and positioning.
i always thought the label was targeted for thr country club bridge playing millionairess. the somewhat conservative clothes, boy toys and even the face. unless they are doing a whole image change. one thing that made them stand out though was the way theu defied the odds of age and size with kelly gray
African fashion made global
I totally agree Urban, I liked that the model defined typical norms of advertising and I'm not sure I can even picture St.John without kelly gray as the model. To me she IS st.john...though the new model might open up their customer base so we shall see