St. John Relaunches with Bold New Collection and Social Media Campaign Aimed at Global Audience | The American Fashion House, Known for its Luxury Knits News By St. John
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St. John Relaunches with Bold New Collection and Social Media Campaign Aimed at Global Audience | The American Fashion House, Known for its Luxury Knits

Fashion News By St. John | Posted on November 07, 2019 02:54 PM

St. John's Creative Director, Zoe Turner at the launch of her capsule collection on November 6th in New York City - PRNewsFoto/St. John  

Fashion News by St. John : St. John, the American luxury house founded in 1962 on the premise of simple, elegant knitwear enters an exciting new era with a fashion-forward capsule collection and provocative social media campaign envisioned by recently-appointed creative director Zoe Turner.

Embracing St. John's future while paying homage to its past, the story unfolds with a redesigned logo – a subtle yet powerful change. Leading this new narrative is a refreshingly modern limited-edition capsule collection created by Turner and her team of artisans and knitwear technicians. The 20 head-to-toe looks push the boundaries of craft and couture, as innovative knitting techniques take both delicate and bold forms.

St. John's iconic signatures are reimagined with modernized brand codes including a single knit stitch, translated into metal hardware and a new knitted jacket silhouette. Looks range from a lightweight pleated viscose evening dress, to intricately textured, graphic geometric looks. In a creative twist, the hardware, is now incorporated into the clothing – down the front of a bodysuit or in the bodice of a cut-out midi dress. St. John's signature suit takes on new proportions, oversized and tailored at the same time, while classic cream and metallic tweeds now embody sporty silhouettes. Turner also introduces a new color palette, tailoring and leather, along with essential wardrobe pieces that speak to the way today's women dress.

Consumers will experience the collection via a limited release available online and a social media campaign launched exclusively on Instagram in the U.S. and WeChat in China, all new milestones for St. John. To help develop the concept and statement making social media campaign, St. John and Turner enlisted creative agency Mazarine and photographer Bibi Cornejo Borthwick.

"It's about evolving as a brand and making sure we are being as authentic as possible along the way, creating an emotional connection with the consumer," said Joann Cheng, Fosun Group's Global Partner and Chairman of Fosun Fashion Group, which acquired a majority interest in St. John in 2017.

Source: PR Newswire/St. John

Website: http://www.stjohnknits.com

HashTags: #StJohn #IamtheStyle #Fashion #FashionAvenue #WendyNguyen #JeanneGrey

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