Luxury knithouse St. John has partnered with television showrunner and producer Shonda Rhimes for a new marketing campaign.
Rhimes is the chief executive of the production company, Shondaland, and has created shows such as Grey’s Anatomy, How to Get Away with Murder, and Bridgerton.
The campaign is called #OwnYourPower to highlight the women clientele who wear the brand and was launched on Feb. 28 alongside St. John’s spring collection for 2023.
The collaboration started after Rhimes wore a St. John sweater on the cover of TIME magazine last January and was acknowledged as a longtime fan of the fashion retailer, according to officials.
“As a loyal client she was an organic brand ambassador, and through her career she perfectly represents what all our clients do,” Global Chief Executive Andy Lew said in a statement. “Our clothes empower global audiences and [Rhimes] does the same.”
“Discovering the motivation behind this partnership and the discussion around connection to women’s empowerment was exciting, and made the choice to align with St. John a simple one for me,” Rhimes said.
Other notable consumers of the luxury fashionhouse include first lady Jill Biden and vice president Kamala Harris.
St. John is headquartered in Irvine with 49 stores across 13 countries and reported 12-month sales of $82 million in 2021, according to Business Journal data. The firm accounted for about 22% of parent Lanvin Group’s total revenue that year, according to regulatory filings.