Hollywood creator Shonda Rhimes, the woman behind “Bridgerton,” “Scandal,” “Inventing Anna” and many more hits, features in the new “Own Your Power” spring campaign for Southern California heritage luxury brand St. John.
with plenty of the brand’s signature tweedy jackets in updated shapes to wear as part of a suit or with your own slouchy jeans, and more of an eye on soft, stretch and seasonless dressing.
Lew sees the brand’s opportunity in “what is relatable, wearable and useful,” he said, which led him to hire Chiaparin, who has designed for Calvin Klein, Donna Karan, Prada and James Perse, among others, and Welch, who is known for bringing a feminist POV to fashion and has worked with Tracee Ellis Ross, Elisabeth Moss and Olivia Wilde, Levi’s, Express and many more brands.
“It’s an interesting place to have a mark, and to see how a brand can rebuild itself,” said Welch, adding that the $695 double knit “Karla” flared pant she helped design is now the bestseller in the company. “It’s the pant I have always wanted, black with a kick. It’s about filling the little holes people have in their wardrobe…St. John can be a go-to for women who want to look great professionally, and oh, also this is one of my favorite brands. It can be multigenerational.
As for the strategy for Hollywood going forward, Lew said, “If there are the right synergies, we’ll look at them, and we’ll continue to work on the red carpet because we have the atelier.” “Those stores are intentionally smaller…we’re trying to create VIP rooms, warmer experiences, and build on this one client at a time.”“Foundation has grown to 15 percent of the business. And we’re seeing how buyers are coming in and buying the collection, they are excited about filling the space…We’ve also been seeing the best sell-throughs in five years.”IPO has “built a lot of energy and excitement to what we’re trying to do as a group, which is grow niche brands,” he said.
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