ST. JOHN - 2010 BRAND (R)EVOLUTION

ST. JOHN COLLECTION - FEATURING KAREN ELSONST. JOHN is legendary in the American fashion and textile industry.   As the leading Knitwear company in the world, you'd be hard pressed to find another American brand as involved in the production of their collection as St. John.   Every detail is precise.  Their patented Santana knit, created by spinning the finest wool with rayon,  has a global following of women who appreciate the comfort and elegance of a St. John wardrobe. 

The company was founded in 1962 by the husband and wife team Robert and Marie  Gray.   Inspired by a knitting machine, the SJK story reads like those you hear all the time from Italy or France.   The DNA of fashion's most iconic houses like Chanel or Missoni are not so ST. JOHN - EXCLUSIVE ABSTRACT PRINT JACKET - $1,295.00different from that of St. John's.   Based in Southern California, the story is one that reminds you of good old American know how.   The company incubated at a time when "Made In America" was a symbol of quality around the world.   The Grays took that concept and watched their dream grow.   ( I only wish more fashion companies would have invested in America and kept production state side as well).

It is hard not to think of CHANEL when you see the formula that the Grays followed.   The attention to details, the quality of raw materials, the innovation of new technology.  The concept of staple pieces in a wardrobe is also a common theme to both collections, making them timeless.   The decision to produce their own fabrics to increase quality control and delivery timing also made those fabrics exclusive to the company.

ST. JOHN - ICONIC IN BLACK & WHITEAmazingly,  50 years later  the company is more dynamic than ever.   Reacting to the global downturn, changing the way they do business, continuing the quest for innovation, and basically - evolving the brand.   That might seem like a basic concept, but beleive me - it is no small task to keep a brand relevant and reactive to the changing tide of the fashion industry.   Every major fashion house has ebbs and flows of popularity.   The real challenge is to know how to navigate through the slower periods, and how not to bastardize the brand during the boom times.

The business that St. John carved out in American Sportswear puts them on a very short list.   For several decades, the collection has been a staple and a cash cow for major department stores like Saks 5th Avenue and Neiman Marcus.   The genius of the knitwear items that are timeless and season-less - and most importantly : are of the highest quality, are aspirational, and can fit women well outside the ever shrinking "sample size" of most runway ideals.   ( I can remember being in Saks 5th Avenue stores around the country in the mid 90's and literally seeing rooms full of St. John options).ST. JOHN - LITTLE BLACK -GOWN - $1,595.00

For 2010, the brand continues to evolve.   The latest ad campaign features exotic beauty Karen Elson.  Her Crimson hair and ivory skin are captivating.   Elson looks like she walked out of a Victorian dream.   Several shots from the campaign feature Elson in black evening options that are stunning!  The ads are impossible to miss, as they are sensual and chic.  The art direction feels like a cross between Tim Burton's "Alice in Wonderland" and a red carpet event.   The colors are that rich.   GORGEOUS!

TIM BURTON'S QUEEN OF HEARTSThe use of black could be a nod to the company's recently launched Caviar Collection.   The concept was to dedicate a newly formulated dye to achieve a true black standard as a core reference for the collection.    The items are a must for any international travelers wardrobe.    With St. John now distributed in 45 countries, the brand is about as international as it gets!

Browse the newly re-launched website and read more about the legacy of ST. JOHN - and shop the new ad campaign.