Angelina Jolie has been dropped as the face of luxury knitwear range St. John because her celebrity status ''overshadowed'' the brand.
Angelina Jolie was dropped as the face of St. John because she 'overshadowed' the brand. The 34-year-old actress - who is regularly regarded as one of the world's most beautiful women - will no longer promote the luxury knitwear label because bosses believe her celebrity status is too overpowering. The label's chief executive officer Glenn McMahon told WWD: 'Angelina overshadowed the brand. We wanted to make a clean break from actresses and steer away from blondes and cleanse the palette.' Instead, the actress - who raises six children with partner Brad Pitt - has been replaced by red-headed model Karen Elson as the face of their Spring/Summer 2010 range.
McMahon explained: 'We needed to show a modern point of view of St. John. We have evolved.' Executive vice president of design, George Sharp believes the flame-haired beauty is the 'epitome' of what St. John represents. He said: 'Karen is the epitome of the modern day woman...the St. John woman... strong, confident, sensual and approachable with effortless glamour.' Their latest advertising campaign includes a series of images featuring the stunning model's blood red hair contrasting dramatically with dark grey and black outfits.
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