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St John Knits reveals new campaign with Karen Elson

January 9, 2010/4.32

Karen Elson in St John advertising spread
Knitwear label St John has shown the first of its advertisements featuring model Karen Elson, 30, who has replaced Angelina Jolie as the brand’s face.
   Elson, who is well known to fashion-watchers, is the wife of musician Jack White.
   St John CEO Glenn McMahon said it was time for a break from actresses and blondes, referring to Jolie and St John’s original model, Kelly Gray, the daughter of one of the founders and a former creative director at the company.
   McMahon also wanted a model that would not overshadow the brand, which had not been the case with Jolie.
   Jolie’s contract with St John had ended amicably in 2008 and there was no controversy, contrary to the reports in gossip magazines.
   Photographer Greg Kadel shot the latest campaign.

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