St. John Forms New Partnership With Angelina Jolie

Sep 15, 2005, 01:00 ET from St. John

    NEW YORK, Sept. 15 /PRNewswire/ -- Luxury apparel label St. John has
 announced today a partnership with Hollywood actress Angelina Jolie. This new
 venture will position Angelina Jolie as both the face of St. John the brand,
 as well as the voice behind its newly formed charity created in support of
 children's issues and causes.
     "Angelina Jolie embodies so many qualities of what St. John represents.
 She is strong, independent and dynamic. She's a mother, actress and a
 philanthropist," said Richard Cohen, CEO of St. John. "With this partnership
 we hope to mark another exciting step towards making St. John the ultimate
 American luxury brand. We are proud to have her on board."
     St. John's new advertising campaign, to launch in Spring 2006
 publications, will be shot by famed photographer Mario Testino, with creative
 direction David Lipman of Lipman agency which is spearheading in concert with
 Richard Cohen, St. John's repositioning in the luxury brand market. The ad
 campaign's creative direction will take inspiration from the company's native
 California and will evoke a mood synonymous with effortless, Hollywood
     "Angelina Jolie truly represents what St. John is today and what it will
 be in the future," said David Lipman, Creative Director of Lipman. "Whether
 you see her on the red carpet, lobbying in Washington or with her children,
 she always exudes the elegance and classic glamour that is St. John."
     "I am a working mother who has set goals to accomplish a lot in this
 world. I want my wardrobe to be beautiful, sexy and comfortable -- all at the
 same time. St. John is all of those things," said Angelina Jolie. "St. John
 has always been worn by strong and independent women who truly appreciate the
 quality that St. John offers. I am happy to be a part of that tradition and
 more importantly part of taking that tradition into the future."
     St. John's partnership with Angelina Jolie will extend beyond just having
 her star in the ad campaigns. A philanthropic organization will be formed
 benefiting children's causes.
     St. John
     Founded in 1962, St. John has expanded beyond its origin of a small family
 operation to the global American luxury brand known today. The company,
 headquartered in Irvine, California now employs more than 4,000 people and
 operates dozens of offices and manufacturing facilities worldwide. Its three
 fashion collections are sold by top specialty stores in 28 countries and 32
 company-owned retail boutiques. St. John is today as it has always been, a
 carefully managed company, maintaining consistency of product through the
 administration of all stages throughout the design and manufacturing process.