Karen Elson ousts Angelina at St John

08 January 2010

After four seasons as the face of St John, Angelina Jolie has been ousted in favour of flame-haired model Karen Elson, because the label’s chief executive thought that the actress ‘overshadowed’ the brand. ‘We wanted to make a clean break from actresses and steer away from blondes and cleanse the palette,’ Glenn McMahon announced. ‘We needed to show a modern point of view of St. John. We have evolved.’ While the St John ads have preferred location shots for the campaign in the past, photographer Greg Kadel shot Karen in a studio for the S/S ’10 campaign. As we have seen from all the recent ad campaigns, designers have swung back in favour of models rather than celebs, but which do you prefer?


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