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St. John Seeks Relaunch Under New Creative Director

Irvine luxury knitwear label St. John said a new capsule collection and social media campaign reflects a relaunch of the brand under recently hired creative director Zoe Turner.

The capsule – totaling 20 looks – was revealed this month in New York and also comes with a social media blitz that will enlist more than 100 influencers – ranging from celebrities to trendsetters in fashion. The focus will be on the U.S., via Instagram, and on WeChat for China, where St. John majority owner Fosun Group is based.

The first full St. John collection under Turner, whose appointment was announced in October, will be fall 2020. Plans also call for a new store concept in the back half of next year.

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