St. John relaunches with social media-driven strategy and capsule collection

American luxury brand St. John, which was founded in 1962 and has become
known for streamlined knitwear has relaunched with a social media-driven
state of mind. The company’s full rebranding was led by its newly appointed
creative director, Zoe Turner. According to an announcement from the brand,
Turner will lead all creative endeavors at the brand “starting with its
codes and icons and melding them with her fresh approach to product, visual
and store design.”

St. John’s new image begins with a redesigned logo, indicating that the
brand has officially entered into a new era. To echo this idea, the
knitwear label is relaunching with a limited-edition collection. Created by
Turner and her team, the capsule includes 20 head-to-toe knitwear looks for
the modern woman.

Items in Turner’s capsule collection feature iconic silhouettes
reimagined, as well as modern details including graphic geometric prints,
metal hardware, and updated proportions.

“The capsule was inspired by the icons of St. John, represented in 20
unique looks that capture the spirit of the house through colour, print,
silhouette and craft,” Turner shared in a statement. “This will act as a
foundation to build our new story.”

St. Johns’ relaunch showcases its capsule collection with a
digitally-native campaign, focusing on social media.

With St. John’s new campaign approach, consumers can experience new
collection exclusively online and on Instagram in the U.S. and on WeChat in
China.

“We’re excited to introduce Zoe and her vision with this limited-edition
capsule collection, and to spark the conversation around beautiful fashion
through the digitally-led campaign. These new initiatives will speak to a
larger audience, including our existing clients, about who we are and what
we represent: a blend of modernity and history,” St. John’s chief executive
officer Eran Cohen said in a statement.

Image: St. John



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