The American fashion house, known for its luxury fabrics and sleek silhouettes is continuing to push the envelope forward by challenging over 60 years of its classics designs by bringing on a new creative director. Formally at fashion houses like Christian Dior Couture, Alberta Ferretti and Max Mara, Zoe Turner is taking a holistic approach to the rebrand of St. John by starting with its codes and icons and melding them with Turner’s fresh approach to product, visuals, and store design.
St. John is an American luxury house and gained popularity worldwide by providing classic chic pieces suitable for any businesswoman. The brand has evolved over the years but the foundation of the collection remains the same today as it did from the very start – great American design, understated and timeless elegance, unsurpassed quality and craftsmanship.
With a new creative director at the forefront, St.John launched a capsule collection of 20 head-to-toe looks that push the boundaries of craft and couture, as innovative knitting techniques take both delicate and bold forms.
The first capsule collection spearheaded by Turner released last week featuring sophisticated dresses and pantsuits perfect for the season. She is set to release her first full collection for St. John during Fall 2020, and a new store concept will debut mid-to-late next year.