St John has introduced a new advertising campaign for the Fall/Winter 2011/2012 season. The ads feature a stunning Kate Winslet in various outfits that highlight the new look for the company. I think that it was as good choice for St John to choose an actress such as Kate in their efforts to revamp the image of the company. Previously they had chosen Angelina Jolie to be the new face of the brand but it just wasn’t the right fit. The brand is now aiming for a younger, more urban professional market segment, while still trying to retain the older brand loyal customers. Kate was the perfect choice in order to do this. The actress has much in her own right transformed into a more mature woman and I think that that resonates with the younger clientele St John is hoping to gain. Her last few films, particularly The Reader and Revolutionary Road, have cemeted her place as a serious actress in Hollywood, she also spends time with numerous charities and raising her daughter. She is a strong role model for anyone to look up to, and looks amazing in the clothes to boot. Kate helps to keep the sense of refinement that the current St John customer is looking for while being young and fashion forward enough to wear the clothing in a way that catches the eyes of a younger generation who would have normally shied away from a company that they perceived to be too stodgy for their taste. The clothes not only look amazing but Kate does an amazing job of representing that brand and what they want to become and hopefully the company continues to use her in future advertisements in order to build a sense of stability and continuity which they desperately need.
