Fashion and Design World Today

Perhaps this is the first time to happen in a marketing campaign, where a label drops its endorser because the endorser was just too famous, everything else was overshadowed.

I’m referring to St. John’s dropping Angelina Jolie. The label, which specializes in luxury knitwear, has picked the Hollywood star to be the face of their brand for the last four years. This year, however, they are dropping her from the ads and campaigns, ended her endorsement contract, and went with an actual model, with Karen Elson.

According to St. John’s Chief: “Jolie overshadowed the brand. We wanted to make a clean break from actresses and steer away from blondes and cleanse the palette. We needed to show a modern point of view of St. John. We have evolved.”.

The actress’ replacement, Karen Elson, 30 years old and married with two kids, is a stunning red head who has modeled for Yves Saint Laurent. She isn’t a nobody in the fashion world, having graced countless of print ads and endorsements throughout her career.

The new St. Johns campaign with Karen will be released next month at Harper’s Bazaar Magazine.

Maybe St. Johns is doing the right thing by sort of downgrading. When you see a photo of Angelina, you’re drawn to only her face and her beauty. You don’t actually notice the dress so much. In fact, she actually dresses down a lot and wears it simple…there is some truth to the statement that she has overshadowed the brand.

What do you think? Did St. Johns make the right choice? Are you also sick of seeing Angelina’s face everywhere?

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Tags: angelina jolie, endorsement contract, fashion world, karen elson, marketing campaign, st johns, Yves Saint Laurent