St. John F/W 05.06 : Gisele Bundchen by Mario Testino

**kimair** · 15-06-2005

very interesting...she does not seem very "st. john" to me...from fwd:

Quote:

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.

Plastic'sWife · 15-06-2005

wow!
I love Gisele, but I always liked that St John was classic with Gray as its only model..

modelmama · 15-06-2005

This could be interesting.

testinofan · 15-06-2005

Great Nwes thanks

mademoiselle_ · 15-06-2005

Im sure their going to be great ads!

liberty33r1b · 15-06-2005

oh thanks god, they finally replace kelly gray!
gisele is a perfect choice, if not the best......

Tinuviel · 15-06-2005

Quote:

Originally Posted by kimair

she does not seem very "st. john" to me...from fwd:

ditto

Urban Stylin · 16-06-2005

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

**Meg** · 16-06-2005

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

sapphireskies · 16-06-2005

Quote:

Originally Posted by Tinuviel

ditto

I don't see it at all either.

Mr-Dale · 16-06-2005

Umm.... St. John?

rhiannonmars · 16-06-2005

I thought St. John was for "old ladies"? I'm pretty surprised to see a model that young with them.

**MulletProof** · 16-06-2005

i cant even remember what a st. john ad looks like. meh.

StyleIsInUs · 16-06-2005

I'm suprised, too! I don't like St. John, but Gisele is so pretty, so ads will be GORG.!

DuTTyRoCK112 · 16-06-2005

st. john reminds me of paris hilton for some reason

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MulletProof Take me drunk, I'm home Mod Squad Leader Join Date: Apr 2004 Gender: femme Posts: 24,427	i cant even remember what a st. john ad looks like. meh. __________________ Metal teeth of carousels.

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15-06-2005	2
Plastic'sWife fashion elite Join Date: Mar 2005 Location: I would trade OC for Miami Gender: femme Posts: 2,573	wow! I love Gisele, but I always liked that St John was classic with Gray as its only model.. __________________ Eat your salad no dessert

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modelmama trendsetter Join Date: Sep 2004 Location: NYC Gender: femme Posts: 1,296	This could be interesting. __________________ my obsession

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testinofan F▲SHIØN MØNS†ER Join Date: Aug 2004 Location: Paris Gender: homme Posts: 6,907	Great Nwes thanks __________________ http://twitter.com/Gaby_MT - http://anyobjections.tumblr.com/

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mademoiselle_ V.I.P. Join Date: Mar 2005 Location: México / Argentina Gender: femme Posts: 4,978	Im sure their going to be great ads! __________________ http://twitter.com/MontiMont

15-06-2005	6
liberty33r1b V.I.P. Join Date: Nov 2003 Location: Manchester, UK Gender: femme Posts: 22,846	oh thanks god, they finally replace kelly gray! gisele is a perfect choice, if not the best...... __________________ "he waited for other people to understand what he was doing, instead of doing what they wanted. Balenciaga never compromised."

16-06-2005	8
Urban Stylin ɐʎ ʎǝɥ Join Date: Jul 2003 Location: EASTAFRica Gender: homme Posts: 15,094	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 __________________ facebook.com/eguanakla African fashion made global

16-06-2005	9
Meg inspired contemplation Mod Squad Leader Join Date: May 2003 Location: London by way of North America Gender: femme Posts: 17,056	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

16-06-2005	11
Mr-Dale Unveil Yourself.... Join Date: Jun 2004 Location: The Netherlands Gender: homme Posts: 14,935	Umm.... St. John? __________________ Beauty is the climactic apotheosis of flowing elegance... twitter.com/ErikP87

16-06-2005	12
rhiannonmars trendsetter Join Date: May 2005 Location: San Francisco Gender: femme Posts: 1,090	I thought St. John was for "old ladies"? I'm pretty surprised to see a model that young with them.

16-06-2005	14
StyleIsInUs backstage pass Join Date: Apr 2005 Gender: femme Posts: 776	I'm suprised, too! I don't like St. John, but Gisele is so pretty, so ads will be GORG.!

16-06-2005	15
DuTTyRoCK112 trendsetter Join Date: Mar 2005 Location: new york Gender: homme Posts: 1,019	st. john reminds me of paris hilton for some reason