Irvine-based St. John Knits International Inc. has tapped Brazilian supermodel Gisele Bundchen for its fall advertising campaign, the company said Tuesday.
Bundchen is set to appear in St. John ads in September fashion magazines. Photos for the ads are being shot in the Hollywood Hills, the company said.
The model known for her Victoria’s Secret ads ushers in a new look for St. John and marks another change under Chief Executive Richard Cohen.
Cohen’s been putting his mark on St. John, a company synonymous with the founding Gray family. Cohen came to St. John last August from the U.S. arm of Italy’s Gruppo Ermenegildo Zegna.
Kelly Gray, St. John’s creative director and daughter of founders Robert and Marie Gray, has been the company’s signature model since she was a teen.
St. John’s February ads featured Gray in Yucatan.
In a newspaper interview last fall, Gray, 38, said she’d continue modeling for “not that much longer.”
Gray declined to say what her modeling future would be in a Business Journal article earlier this year.
