More than 400 people gathered at the Performing Arts Center in Costa Mesa last week for Irvine-based St. John Knits International Inc.’s spring 2009 fashion show.
The show attracted mostly St. John devotees in their 40s, 50s and 60s but also a notable contingent of women in their 20s and 30s.
The crowd of mostly women sipped champagne and wine and nibbled ahi tuna, bite-sized grilled cheese sandwiches and petite s’mores at the show’s cocktail reception.
St. John’s runway show boasted a mix of knit suits, wide-leg trousers, cocktail dresses, flowy blouses, cropped pants and evening gowns in shades of black, turquoise, lime green, white, pink and red.
The clothes showcased floral and paisley prints, light jewel details and sparkles that made their way into St. John’s signature Santana fabric,a tightly knit rayon material that Marie Gray created when she and her husband Robert started the company in 1962.
Outfits that drew the most applause included a long, green and pink halter dress with delicate ruffle detailing, a fitted, black knee-length tank top dress with a ruffled bottom and a jeweled pink blazer with cropped sleeves.
Much like St. John’s fall 2008 collection, the company’s spring line once again demonstrates a subtle balance of catering to loyal wearers,affluent women in their 40s, 50s and 60s,and younger women.
Such has been the case since St. John began rebuilding itself a few years ago after former chief executive Richard Cohen executed a dizzying strategy to appeal to younger women. His move backfired with company sales falling 5% to $379 million in 2005.
St. John has since entered into a new era under the leadership of Glenn McMahon, who joined the company last year as chief executive after running the U.S. arm of Italy’s Dolce & Gabbana SRL as president.
McMahon has said he’s targeting $400 million in 2009 sales for St. John.
At the show, he said the company plans to continue expanding internationally and renovating its stores this year and next year.
St. John plans to get through this year’s economic downturn by offering luxury goods with a timeless look and long-term value, McMahon said.
“Women are not being frivolous with their spending,” McMahon said. “They want clothes that have style, but have value.”
